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While Japanese Giants See Their Dominance Weakening, Emerging Brands See Explosive Growth and Redraw the Map of the Two-Wheeler Sector in Brazil.
The motorcycle market scenario in Brazil is undergoing a historic transformation. Although the sector as a whole grew by more than 10% in the first half of 2025, the absolute leaders, Honda and Yamaha, saw their market share shrink. In contrast, brands like Shineray, Royal Enfield, and Bajaj recorded impressive growth, capturing an increasingly larger slice of consumers.
The numbers from the first half, based on registration data, show that while Honda remains the isolated leader in volume, the “pizza” of the market is being divided among more competitors, who are coming in with competitive products and aggressive strategies.
Honda and Yamaha: Selling More, But Losing Ground
It may seem contradictory, but it is the reality. Honda did sell more motorcycles in absolute numbers in the first half of 2025 compared to 2024, but its share of the total market fell.
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- Honda: The brand’s market share, which was once above 80%, dropped from 70.7% to 67.6%. This means that for every 100 motorcycles sold in Brazil, almost 3 were no longer from Honda compared to the previous year.
- Yamaha: The situation for the second-largest brand in the country is even more delicate. Yamaha not only saw its market share drop from 17.5% to 14.1%, but also recorded a decline of over 11% in the number of units sold.
The Rise of New Forces
As the Japanese giants lose steam, other brands are taking advantage of the space to grow exponentially.
- Shineray: Established as the third force in the market, Shineray experienced an impressive 93.3% growth in sales. With a renewed product line, including 250cc models, the brand is getting closer to Yamaha’s numbers.
- Royal Enfield: With a growth of nearly 83%, the Indian brand secured the sixth position in the ranking. The success of models like the Himalayan 450 and the Super Meteor 650 shows the strength of its strategy focused on an audience seeking style and belonging.
- Bajaj: Bajaj is the biggest growth phenomenon. In a short time in the market, the brand jumped from 11th to 7th place in the rankings, with an increase of over 221% in the number of registrations. Its market share simply tripled, proving that its models, such as the Dominar line, have become favorites among Brazilians.
What Explains This Change in the Market?
The loss of space for Honda and Yamaha and the rise of competitors can be explained by a few factors. The new brands have arrived in Brazil with good value products, attractive designs, and specific niches, such as the modern classics from Royal Enfield and the powerful urban bikes from Bajaj.
This greater diversity of options is causing Brazilian consumers, who were previously limited to a few choices, to now have a much broader range of products to decide from. The “pizza” of the motorcycle market has not diminished, but the number of “guests” to eat it has increased, and they are hungry.
And you, what do you think of this change? Do you believe that Shineray can surpass Yamaha in the coming years? Leave your opinion in the comments!
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