Husqvarna Motorcycles

What Husqvarna Motorcycles does

Husqvarna Motorcycles is a premium motorcycle manufacturer specializing in off-road, motocross, enduro, adventure touring, naked street, supermoto, and electric motorcycles. The brand traces its origins to 1903 in Sweden and currently operates as part of PIERER Mobility AG, the European motorcycle group that also owns KTM and GASGAS, with Bajaj Mobility AG acting as the immediate parent entity headquartered in Mattighofen, Austria. Manufacturing is concentrated in Mattighofen under the PIERER umbrella, and the brand distributes through an authorized dealer network and country-specific online storefronts spanning more than 50 countries across Europe, North America, Latin America, the Middle East, Asia, Oceania, and Africa. The 101–250 employee headcount appears to reflect brand-level operations within the larger PIERER group rather than full manufacturing scope.

The product portfolio spans six primary segments: motocross (TC 2-stroke and FC 4-stroke series including Factory Editions and Heritage variants), enduro (TE and FE series, Cross Country FX/TX models, and PRO variants), travel/adventure (Norden 901, Norden 901 Expedition, 701 Enduro), naked street bikes (Svartpilen and Vitpilen), supermoto (701 Supermoto, FS 450), and electric (EE balance bikes and electric motocross for kids). Underlying technology leverages shared platform development with KTM, supplemented by proprietary onboard connectivity (CUO – Connectivity Unit Offroad) and the RIDER telemetry and ride-analysis feature delivered through the Husqvarna Motorcycles App, which integrates with HERE for premium navigation, Firebase for data sync, and LITPro for round-time comparison.

Revenue is generated primarily through new motorcycle sales via the global dealer channel, supplemented by aftermarket technical accessories, branded apparel (including the Rockstar Casual Collection), and a tiered connected-services offering (free, one-time payment, and premium monthly subscription). Factory racing teams — Rockstar Energy Husqvarna Factory Racing (AMA Supercross/Pro Motocross), Nestaan Husqvarna Factory Racing (MXGP/MX2), and Husqvarna Factory Racing Enduro (FIM SuperEnduro) — serve simultaneously as marketing platforms and real-world product proving grounds. The customer base is overwhelmingly individual consumers and enthusiast racers distributed across developed-market motorcycle communities, with the brand targeting premium positioning through motorsports-proven engineering and Scandinavian-inspired design.

Name

Husqvarna Motorcycles

Legal name

Bajaj Mobility AG

Website

https://husqvarna-motorcycles.com

Company type

Private

Founded year

1903

Operating status

Operating

Headcount range

101–250 employees

Short description

Husqvarna Motorcycles is a premium motorcycle manufacturer within PIERER Mobility AG, producing motocross, enduro, adventure, naked street, supermoto, and electric bikes distributed through a 50+ country dealer network. The brand serves off-road racers, adventure riders, and street enthusiasts, with revenue from motorcycle sales, accessories, apparel, and connected services.

Ownership category

akta.pro rank

Product category

Premium Motorcycle Manufacturing

NAICS

Motorcycle, Bicycle, and Parts Manufacturing (336991), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Motorcycles, Bicycles & Parts (3751), Motor Vehicle Parts & Accessories (3714)

akta.pro primary industry

Dirt Bike / Motocross / Enduro Motorcycle Manufacturing (IMACAEAH)

akta.pro secondary industries

Electric Motorcycles & Electric Scooters Manufacturing (IMACAEAB), Off-Road & MX Gear Retail (Dirt Bike/Motocross/Enduro) (CRAMANAG), Motorcycle Riding Gear & Apparel Retail (CRAMANAA)

Keywords

• Premium motorcycle manufacturing
• Motocross enduro bikes
• Adventure touring motorcycles
• Naked street motorcycles
• Electric balance bikes

Headquarters

HQ city

Mattighofen

HQ country

Austria

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Motorcycle Sales: Sale of complete motorcycles across Motocross, Enduro, Travel, Naked, Supermoto, and Electric segments. Models range from kids' electric balance bikes (EE series) to full-size competitive motocross (FC/TC series), enduro (FE/TE series), adventure (Norden 901), and street bikes (Svartpilen/Vitpilen).
2. Technical Accessories: Aftermarket parts, performance components, and technical accessories sold through dealer network and spare parts finder.
3. Apparel: Branded riding apparel and casual collection including the Rockstar Casual Collection.
4. Connected Services: App-based services including navigation (free, one-time payment, and premium subscription tiers), roadside assistance, telemetry analysis, and firmware updates for connected motorcycles.
5. Warranty and Extended Services: Standard warranty, extended warranty, and offroad warranty programs offered to customers.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels6 records

Core offering

Husqvarna Motorcycles designs, manufactures, and sells premium offroad and street motorcycles across six segments (Motocross, Enduro, Travel/Norden, Naked street, Supermoto, and Electric for kids), along with branded technical accessories, apparel, and connected digital services through the Husqvarna Motorcycles App (CUO telemetry and RIDER ride-analysis features). Production is based in Mattighofen, Austria, under Bajaj Mobility AG within the PIERER Mobility AG group, and bikes are sold to individual riders and motorsport consumers through authorized dealers in 50+ countries supported by an online configurator.

Product overview

Husqvarna Motorcycles offers a diverse portfolio of premium motorcycles across six primary segments: Motocross (competition dirt bikes including TC 2-stroke and FC 4-stroke series, Factory Editions, Heritage models, and Kids bikes), Enduro (TE and FE series including 2-stroke and 4-stroke engines, Cross Country FX/TX models, and PRO variants), Travel (Norden 901 adventure bikes and 701 Enduro), Naked (Svartpilen and Vitpilen street bikes), Supermoto (701 and FS 450), and Electric (EE series balance bikes and electric motocross bikes for kids). The product lineup spans from entry-level 50cc machines for children to high-performance 450cc competition bikes, with heritage and special edition models offering classic styling. Supporting the motorcycle offerings are digital services including the Husqvarna Motorcycles App (with RIDER tracking and navigation features), online Configurator tool, and experience programs like Husqvarna Trek adventure tours.

Differentiator

Problem solved

Functional benefit

Brands

• Svartpilen: Naked street motorcycle series featuring urban exploration design philosophy
• Vitpilen
• Norden 901
• Heritage

Products and services

• Motocross Motorcycles (TC 2-stroke and FC 4-stroke series) Complete lineup of motocross competition motorcycles from 50cc kids bikes through professional 450cc 4-stroke machines, including Factory Editions and Heritage variants, designed for riders from youth development classes through elite AMA/MXGP competition.
• FC Factory Edition Motorcycles Championship-pedigree motocross machines based on the FC 250 and FC 450 with enhanced factory racing components and graphics, sold to elite riders seeking a competitive edge.
• Enduro Motorcycles (TE 2-stroke and FE 4-stroke series) Enduro motorcycles from 150cc 2-stroke to 501cc 4-stroke, including PRO variants, designed for technical offroad riding, trail use, and competitive enduro including FIM SuperEnduro and EnduroGP.
• TE 300 PRO and FE 350 PRO Enhanced PRO enduro bikes with advanced racing technology and professional-grade specifications for competitive enduro riders.
• Cross Country Motorcycles (FX and TX series) Cross-country racing motorcycles including 2-stroke (TX 300) and 4-stroke (FX 350, FX 450) variants, engineered for fast closed-course offroad competition such as Hare Scrambles and GNCC.
• Travel / Adventure Motorcycles (Norden 901 and 701 Enduro) Adventure touring motorcycles built for long-distance travel with integrated connectivity, ranging from the 889cc parallel-twin Norden 901 (and Norden 901 Expedition variant) to the 692cc 701 Enduro combining on- and off-road capability.
• Naked Street Motorcycles (Svartpilen and Vitpilen) Naked street motorcycles with minimalist Scandinavian-inspired styling, spanning 125cc commuter-friendly bikes (Svartpilen/Vitpilen 125), 373cc (Svartpilen 401), 799cc parallel-twin (Svartpilen 801, Vitpilen 801) variants, and Svartpilen 801 SE special edition with exclusive components.
• Supermoto Motorcycles (701 Supermoto and FS 450) Supermoto motorcycles offering road-legal track-focused performance for mixed pavement/dirt riding, including the 701 Supermoto (693cc single-cylinder) and the FS 450 (450cc 4-stroke) launched for competitive racing.
• Electric Kids Motorcycles (EE series) Electric balance bikes (12"/16"/18"/20" wheels) and kids electric motocross bikes (EE 2, EE 3, EE 5) offering silent, emission-free riding experiences that progress young riders from first balance bikes through to youth motocross machines.
• Heritage Motorcycle Series Collection of heritage-styled motorcycles across motocross and enduro segments combining retro aesthetics with modern Husqvarna engineering, paying tribute to the brand's 1903 Swedish origins.
• Husqvarna Motorcycles App Mobile application providing motorcycle connectivity, telemetry data collection via CUO (Connectivity Unit Offroad), RIDER ride analysis (lap times, speed, acceleration, RPM, throttle, gear position, jump analysis), navigation with free and premium subscription tiers, roadside assistance via ARC Europe, firmware updates, dealer locator, and service information.
• Husqvarna Online Configurator Online motorcycle configuration tool allowing customers to customize and personalize Husqvarna motorcycles across Travel, Supermoto, and Naked segments before visiting an authorized dealer.
• Technical Accessories Aftermarket performance and functional accessories including exhaust systems, suspension components, and protective equipment for Husqvarna motorcycles, sold through the dealer network and spare parts finder.
• Apparel Collection Branded motorcycle riding apparel and casual clothing including the Rockstar Casual Collection, sold through dealer network and direct channels capitalizing on factory racing brand association.
• Husqvarna Trek Experience Program Guided multi-day adventure riding experiences and tours for Husqvarna motorcycle owners across destinations including Australia (Flinders Ranges) and New Zealand (Alpine Odyssey), showcasing Norden 901, FE 501, and 701 Enduro capabilities.
• Warranty and Extended Service Programs Standard warranty, extended warranty, and offroad warranty programs offered to Husqvarna motorcycle customers through the authorized dealer network.

Quantifiable outcome

• Husqvarna factory riders compete at the highest levels of motocross and enduro racing worldwide, demonstrating product performance in the most demanding conditions.

Named customers3 records

Segments6 records

Ideal customer profiles6 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature3 records

Partnerships

Five partnerships are on record, tiered core, flagship and minor.

• FMF RacingcoreTechnology or Integration · 15 June 2026American exhaust manufacturer FMF Racing has extended its longstanding partnership with Husqvarna Factory Racing. The partnership covers motocross, supercross, and enduro racing programs globally. FMF Racing provides high-performance 2-stroke and 4-stroke exhaust systems used on factory race bikes. Established in 1973 and based in Southern California, FMF Racing leverages professional racing for product development. The partnership has delivered championships including Billy Bolt's sixth-consecutive FIM SuperEnduro World Championship title.
• Bajaj Mobility AGflagshipOthersBajaj Mobility AG is the parent company and strategic investor behind Husqvarna Motorcycles. The company operates as part of the PIERER Mobility AG group (which also includes KTM and GASGAS brands). Bajaj Mobility AG, based in Mattighofen, Austria, manages the Husqvarna brand alongside KTM, with shared platform technology and manufacturing. Bajaj Auto (India) holds a significant stake in PIERER Mobility AG.
• KTM AGcoreStrategic or Co-development PartnerHusqvarna Motorcycles is a brand within the PIERER Mobility AG corporate group that also includes KTM AG. The brands share platform technology, manufacturing facilities (primarily in Mattighofen, Austria), and dealer networks. While maintaining distinct brand identities, Husqvarna benefits from shared R&D, supply chain, and production capabilities with KTM.
• Rockstar Energy DrinkcoreGTM or Marketing PartnerRockstar Energy Drink is the title sponsor of the Rockstar Energy Husqvarna Factory Racing team competing in AMA Supercross and Pro Motocross championships. The partnership provides marketing visibility and brand association with extreme sports lifestyle.
• ARC Europe (KTM Assistance Center)minorImplementation/ SI/ Consulting PartnerARC Europe operates the KTM Assistance Center (24/7, 365 days/year) providing roadside assistance services across Europe for Husqvarna motorcycles. The service is accessible through the Husqvarna Motorcycles App's mobility feature.

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Honda Motor (Motorcycles): World's largest motorcycle manufacturer. CRF motocross/enduro platform competes head-to-head with Husqvarna's TC/FC and TE/FE lines, while Africa Twin and CB/CBR/NC models overlap with Husqvarna's Travel and Naked segments.
• Yamaha Motor: Major incumbent OEM with a deep YZ/WR motocross-enduro line, Ténéré adventure platform, MT naked-bike range, and large-scale factory racing program. Comparable on every category Husqvarna competes in, but at materially higher volume and broader product breadth.
• Suzuki Motor Corporation: RM-Z motocross, DR-Z enduro, and V-Strom adventure lines compete across Husqvarna's offroad and Travel categories. Comparable on product overlap, with significantly larger scale.
• Kawasaki Motors: Major Japanese OEM with KX motocross, KLX enduro, and Versys/Vulcan adventure platforms directly comparable to Husqvarna's core ranges. Adds a strong incumbent scale and dealer footprint.

Direct peers

• Beta Motor: Italian specialty offroad and trials manufacturer. Closely comparable to Husqvarna's enduro and trials-adjacent range, with a focus on premium niche riders and racing programs — similar brand positioning and unit volumes.
• KTM AG: Sister brand under PIERER Mobility AG sharing platforms, factories and dealer footprint with Husqvarna. Direct product overlap across motocross (KTM SX-F), enduro (EXC-F), and adventure (790/890/1290 Adventure), making it the closest one-to-one comparable.
• GASGAS Motorcycles: PIERER Mobility-owned offroad and trial brand, sharing much of Husqvarna's MX/enduro platform and dealer network. Comparable on product range, technology stack, and racing program structure.
• Sherco Motorcycles: French offroad specialist with strong trials and enduro lines plus a growing factory racing presence. Closely comparable to Husqvarna's enduro and electric youth segment, including a small electric trials/moto portfolio.

Emerging players

• Ducati Motor Holding: Premium street and adventure brand (Monster, Scrambler, Multistrada). Comparable to Husqvarna's Naked and Travel segments on premium positioning, brand-aspirational marketing, and tiered subscription/connected-services investments.
• Triumph Motorcycles: Premium street and adventure OEM (Tiger, Speed Triple, Scrambler) comparable to Husqvarna's Norden and Svartpilen/Vitpilen ranges. Recently entered the enduro/motocross segment, increasingly overlapping with Husqvarna's offroad core.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/Hqv_Motorcycles
• YouTubeyoutube.com/husqvarna1903
• Facebookfacebook.com/Husqvarna.Motorcycles.International
• Instagraminstagram.com/husqvarnamotorcyclesusa

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Husqvarna Motorcycles