Vietnam’s large-displacement motorcycle market is facing a challenging period as multiple high-profile brands scale back or exit the market.

Alongside rising operational costs and stringent new regulations, owning these vehicles is increasingly burdensome for enthusiasts.

Dealers retreat as demand shrinks

Since early 2025, the big-bike segment has been hit by a wave of negative developments. Most recently, Al Naboodah (UAE) announced the closure of its KTM and Husqvarna showrooms in Vietnam starting May 1.
KTM and Husqvarna officially announced the closure of their Vietnam showrooms from May 1.

Earlier, both Triumph and Ducati scaled back their operations. Ducati notably shut down its only showroom in northern Vietnam in early April, retaining only its location in Ho Chi Minh City.

That means four of six major European and American motorcycle brands in Vietnam are either downsizing or withdrawing altogether.

Many industry observers see this trend as a consequence of prolonged underperformance. Enthusiasts report a shrinking rider community and reduced demand for new bikes - trends accelerated by the COVID-19 pandemic.

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Ducati Hanoi closed its only northern showroom in early April. Photo: Hoang Hiep

One of the main issues is the high cost of ownership. Prices for large motorcycles range from several hundred million to over one billion VND (USD 15,700 to over USD 39,300), and that's before factoring in expensive maintenance, parts, insurance, and even premium washing services. In a challenging economy, the hobby is becoming unsustainable for many.

Urban congestion further limits the usability of these bikes, while stricter licensing requirements and increased traffic law enforcement deter new riders.

Effective January 1, 2025, Decree 168/2024/ND-CP introduced tougher penalties, especially targeting bike modifications. Exhaust system modifications (popular among enthusiasts for performance and sound) can now draw fines of up to VND 6 million (around USD 235) and license demerits. Riders are now expected to revert bikes to factory condition before riding - an expensive and time-consuming task.

Additional regulations also require conformity in components like mirrors, turn signals, license plate lighting, and mudguards - many of which high-end imported motorcycles don’t meet even in stock form.

Retrofitting these components is technically complex and could void warranties, incurring further costs.

As riding becomes more “inconvenient,” many enthusiasts are stepping away from the scene or limiting use, leading to slumping demand and prompting brands to reduce their presence.

The community shrinks, but the culture survives

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Bui Manh Thai says the big-bike community is becoming more streamlined. Photo: Courtesy of the source

Nguyen Tran Thanh, a longtime motorcycle enthusiast in Hanoi, told VietNamNet that few new riders have emerged in recent years. Even veteran bikers are withdrawing due to financial strain, limited time, or simply feeling reluctant to take their bikes on the road.

“European bikes, while powerful and stylish, cost far more to maintain than Japanese models, which are durable and easy to service. So it’s understandable why European brands are pulling back. On top of that, the new legal restrictions have dampened enthusiasm. Many people just store their bikes at home,” Thanh said.

Bui Manh Thai, Northern Vietnam sales manager for Ducati and a seasoned motorcyclist himself, explained that it's not accurate to say major brands are exiting Vietnam entirely. While brands remain, their local distributors are retreating due to market struggles.

Thai cited broader factors beyond economic decline, including emissions regulations, technical standards, and registration hurdles, which discourage both consumers and distributors. Fewer new bikes are being sold, stalling the secondhand market and paralyzing the supply chain.

“When new bikes don’t move, used bikes don’t circulate. That affects not only dealers and importers but also related services like maintenance, repairs, accessories, and custom parts. If this continues, small and mid-sized businesses in the sector may not survive,” he told VietNamNet.

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Is Vietnam’s big-bike culture in decline? Illustration: Honda Vietnam

Regarding the rider community, Thai explained that the culture includes many casual participants who enjoy the thrill but lack deep knowledge. These individuals often modify bikes carelessly or ride recklessly, negatively impacting public perception.

“It’s true the community is shrinking, but mainly among the trend-followers. Serious, passionate riders with time and money still remain. I believe the community is consolidating - not fading. The passion is still there,” Thai said.

Both Thai and Thanh agree that rather than dying out, the big-bike scene in Vietnam is evolving into a more niche, refined community. Genuine enthusiasts will remain dedicated, even as the mainstream trend recedes.

Hoang Hiep