Motos Bordoy

What Motos Bordoy does

Motos Bordoy S.A. is a privately held Spanish motorcycle group founded in 1971 in Barcelona by the racer Jaime Bordoy and now led by the second-generation brothers Albert and Jordi Bordoy. The company operates three interlocking business lines: (1) exclusive importer in Spain of SYM, NIU, QJ Motor, and KOVE motorcycles since 1993; (2) designer, manufacturer and seller of its own brand Macbor, launched in 1999 and currently a market leader in the Spanish 125cc segment, with extensions into 500cc adventure and scrambler categories and operations in Portugal since end-2020; and (3) exclusive dealer in Barcelona of seven brands including MV Agusta, Indian Motorcycles, and Husqvarna, through three physical points of sale at C/Balmes 186, C/Valencia 179, and C/Comte d'Urgell 240. The group employs 70+ people and is reportedly present in 7.5% of the Spanish motorcycle market, distributing through a network of over 100 direct dealers and 1,000+ workshops and official service centres across Spain, some relationships spanning up to 30 years. Ancillary activities include a proprietary digital B2B platform for dealer interactions, a cloud-based warehouse management system implemented in 2018, and B2B fleet supply of NIU electric scooters to mobility operators (Cabify, Cooltra, Goto), delivery platforms (Just Eat, Getir), and Spanish public administrations through 45+ points of sale. The business model is hardware sales across the importer, manufacturing, and retail dealership streams, with no software/SaaS or recurring revenue components disclosed; revenue, margins, and customer concentration figures are not publicly disclosed.

Name

Motos Bordoy

Legal name

MOTOS BORDOY S.A.

Website

https://motosbordoy.com

Company type

Private

Founded year

1971

Operating status

Operating

Headcount range

51–100 employees

Short description

Motos Bordoy is a family-owned Spanish motorcycle group founded in 1971, operating as exclusive importer of SYM, NIU, QJ Motor, and KOVE in Spain, manufacturer of its own Macbor brand, and exclusive Barcelona dealer for seven brands, serving individual consumers, a nationwide dealer network, and B2B fleet operators.

Ownership category

akta.pro rank

Product category

Motorcycle Distribution and Manufacturing

NAICS

Motorcycle, Boat, and Other Motor Vehicle Dealers (44122), Motorcycle, ATV, and All Other Motor Vehicle Dealers (441227)

SIC

Motorcycles, Bicycles & Parts (3751)

akta.pro primary industry

Scooter & Moped Manufacturing (ICE) (IMACAEAC)

akta.pro secondary industry

Electric Motorcycles & Electric Scooters Manufacturing (IMACAEAB)

Keywords

• Motorcycle distribution
• Motorcycle manufacturing
• Electric scooter sales
• Motorcycle dealership
• Two-wheeler wholesale

Headquarters

HQ city

Barcelona

HQ country

Spain

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Motorcycle Import Distribution: As exclusive importer in Spain, Motos Bordoy distributes motorcycles and scooters from SYM, NIU, QJ Motor, and KOVE brands across its dealer network and direct sales points in Spain.
2. Macbor Own-Brand Sales: Design, development, and sale of the company's own motorcycle brand Macbor (established 1999), which has become a market leader in the Spanish 125cc segment and expanded into 500cc adventure and scrambler ranges. Operations extended to Portugal in late 2020.
3. Exclusive Dealership (Retail): Exclusive dealer in Barcelona for 7 brands including MV Agusta, Indian Motorcycles, and Husqvarna, with three points of sale at Balmes, Valencia, and Urgell streets in Barcelona. Sales to individual consumers through physical showrooms and workshops.
4. Electric Scooter Fleet & B2B Sales (NIU): Sale of NIU electric smart e-scooters to B2B customers including bike-sharing operators (Cabify, Goto), rental companies (Cooltra, Getir, Just Eat), and public administrations across Spain through a network of 45+ points of sale.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels4 records

Core offering

Motos Bordoy is a Barcelona-based motorcycle business group operating three integrated lines: (1) exclusive importer in Spain of SYM, NIU, QJ Motor, and KOVE brands since 1993; (2) manufacturer of its own Macbor motorcycle brand (created 1999), covering children's bikes, 125cc geared motorbikes, and 500cc adventure and scrambler ranges; (3) exclusive dealer in Barcelona of seven premium brands including MV Agusta, Indian Motorcycles, and Husqvarna, operating three physical retail points of sale. The group also runs a 100% digital B2B platform to support its dealer network of over 100 direct dealers and 1,000+ workshops across Spain.

Product overview

Motos Bordoy operates as a diversified motorcycle business group combining three distinct models: (1) Exclusive motorcycle/scooter importer in Spain for SYM, NIU, QJ MOTOR, and KOVE brands since 1993; (2) Proprietary brand owner of MACBOR since 1999, producing children's bikes, 125cc motorbikes, and 500cc adventure motorcycles that achieved Spanish market leadership; (3) Exclusive motorcycle dealer in Barcelona with three retail points (Balmes, Valencia, Urgell) representing seven brands including MV Agusta, Indian Motorcycles, and Husqvarna. The company represents 7.5% of the Spanish motorcycle market.

Differentiator

Problem solved

Functional benefit

Brands

• Macbor: Motos Bordoy's own brand of motorcycles, created in 1999. Macbor is a reference in the light 125cc geared motorbikes market and medium displacement market, becoming the absolute leader in the Spanish 125cc motorbike market in 2020.

Products and services

• Macbor (own-brand motorcycles) Proprietary motorcycle brand designed, developed, and sold by Motos Bordoy. Offers children's bikes, 125cc geared motorbikes, and 500cc adventure (Montana XR5) and scrambler (Eight Mile 500 Scrambler & Street) models. Achieved market leadership in the Spanish 125cc segment in 2020 and expanded into Portugal at the end of 2020. Targeted at individual consumers and dealer network across Spain and Portugal.
• SYM Motorcycles and Scooters (Import) Taiwanese motorcycle and scooter brand from Sanyang Motors Group, one of the world's 10 largest manufacturers. Motos Bordoy is the exclusive importer in Spain since 1993, distributing SYM products through its dealer network. Targeted at individual consumers seeking mass-market scooters and motorcycles.
• NIU Smart E-Scooters (Import) World's number 1 smart e-scooter brand specializing in electric mobility solutions. Motos Bordoy is the exclusive importer in Spain since 2018, distributing through 45+ points of sale. Targeted at B2B fleet operators (bike-sharing, rental, food delivery, public administrations) and individual consumers seeking electric urban mobility.
• QJ Motor (Import) Motorcycle brand belonging to Qianjiang Motorcycles (part of Geely Group), specializing in R&D and manufacturing of motorcycles, engines, and components. Motos Bordoy is the exclusive importer in Spain. Targeted at dealers and consumers across Spain.
• KOVE (Import) Chinese motorcycle brand founded in 2017, focusing on R&D, manufacturing, and sales of mid-range and high-end large-displacement motorbikes. Motos Bordoy is the exclusive importer in Spain, adding NAKED, CLASSIC, ADVENTURE, RALLY RAID, and SPORT segments. Targeted at dealers and consumers seeking performance-oriented large-displacement bikes.
• MV Agusta Dealership (Barcelona) Exclusive motorcycle dealership in Barcelona representing the Italian premium brand MV Agusta, sold through three physical points of sale (C/ Balmes 186, C/ Valencia 179, C/ Comte d'Urgell 240). Targeted at individual consumers seeking premium Italian motorcycles.
• Indian Motorcycles Dealership (Barcelona) Exclusive motorcycle dealership in Barcelona representing the American cruiser brand Indian Motorcycles, sold through three physical points of sale. Targeted at individual consumers seeking American-style cruiser motorcycles.
• Husqvarna Motorcycles and E-Bicycles Dealership (Barcelona) Exclusive motorcycle and e-bicycle dealership in Barcelona representing the Swedish brand Husqvarna, sold through three physical points of sale. Targeted at individual consumers seeking Swedish-engineered motorcycles and electric bicycles.

Quantifiable outcome

• Represents 7.5% of the Spanish motorcycle market as of 2021
• +5 more outcomes

Named customers6 records

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

17 partnerships are on record, tiered core and minor.

• KOVE (COLOVE)coreTechnology or Integration · 1 January 2023KOVE was founded in 2017, focusing on R&D, manufacturing, and sales of mid-range and high-end large-displacement motorbikes with a 'focus on performance' philosophy. COLOVE is the company that owns KOVE and has been manufacturing under OEM modality the MACBOR Montana XR5 and MACBOR Eight Mile 500 SCR and STR. Motos Bordoy Group is the exclusive importer of KOVE in Spain, adding a brand with NAKED, CLASSIC, ADVENTURE, RALLY RAID, and SPORT segments. Planned expansion for 2024 includes off-road and 'R' models.
• QJ Motor (Qianjiang Motorcycles / Geely Group)coreTechnology or Integration · 1 January 2021QJ Motor is a brand of Qianjiang Motorcycles, a company specialising in R&D and manufacture of motorcycles, engines, and components, belonging to the Geely Group (which controls Volvo, Polestar, Lotus, Geely Auto, Lynk & CO, and Proton). Motos Bordoy is the exclusive importer in Spain of QJ Motor, which was officially launched in Spain in 2021 as part of QJ Motor's international expansion following its EICMA 2021 presentation. Qianjiang Motorcycles serves 130 countries and also controls Benelli and Qjiang brands.
• NIUcoreTechnology or Integration · 1 January 2018NIU is the world's No. 1 smart e-scooter brand. Motos Bordoy introduced NIU to Spain in 2018 and within 3 years it became the No. 1 brand in the Spanish electric scooter market (and No. 2 depending on source) with over 45 points of sale across Spain. Partnerships developed with Cabify, Goto, Cooltra, Getir, Just Eat, and Public Administrations.
• CabifyminorChannel Partner/ Reseller/ Distributor · 1 January 2018Cabify is a mobility platform operating bike and scooter sharing services. It has established partnerships with Motos Bordoy for the deployment of NIU electric scooters as part of its shared mobility fleet in Spain.
• GotominorChannel Partner/ Reseller/ Distributor · 1 January 2018Goto operates a bike and scooter sharing platform. It has partnered with Motos Bordoy for NIU electric scooter fleet deployment in Spain.
• CooltraminorChannel Partner/ Reseller/ Distributor · 1 January 2018Cooltra is an electric scooter rental company that has partnered with Motos Bordoy for NIU fleet supply in Spain.
• GetirminorChannel Partner/ Reseller/ Distributor · 1 January 2018Getir, a delivery and quick commerce company, has partnered with Motos Bordoy for NIU electric scooter fleet deployment for last-mile delivery operations.
• Just EatminorChannel Partner/ Reseller/ Distributor · 1 January 2018Just Eat, a food delivery platform, has partnered with Motos Bordoy for NIU electric scooter fleet supply for delivery riders.
• Public AdministrationsminorChannel Partner/ Reseller/ Distributor · 1 January 2018Spanish public administration entities have partnered with Motos Bordoy for the procurement of NIU electric mobility solutions for public urban transportation initiatives.
• TICCámaras (Barcelona Chamber of Commerce)minorOthers · 1 January 2018Motos Bordoy received support from the TICCámaras programme of the Barcelona Chamber of Commerce, Industry, Services and Navigation in 2018 to optimise its warehouse stock and order management system through cloud computing implementation.
• SYM (Sanyang Motors)coreTechnology or IntegrationSYM is a member of the Taiwanese Sanyang Motors Group, one of the 10 largest motorcycle manufacturers in the world with over 60 years in the international market. Motos Bordoy has been the exclusive importer of SYM in Spain since 1993. SYM has been in the Spanish market since 2004 and since 2017 has held the fifth position in the scooter market as a top player.
• MV AgustacoreTechnology or IntegrationMV Agusta is an Italian premium motorcycle manufacturer. Motos Bordoy is the exclusive dealer of MV Agusta in Barcelona, operating from three dealership points of sale.
• Indian MotorcyclescoreTechnology or IntegrationIndian Motorcycles is an American premium motorcycle brand. Motos Bordoy is the exclusive dealer of Indian Motorcycles in Barcelona, operating from three dealership points of sale.
• Husqvarna (Motorcycles & E-Bicycles)coreTechnology or IntegrationHusqvarna is a Swedish motorcycle and e-bicycle brand. Motos Bordoy is the exclusive dealer of Husqvarna Motorcycles and E-Bicycles in Barcelona, operating from three dealership points of sale.
• Dealer Network (100+ Direct Dealers)coreChannel Partner/ Reseller/ DistributorMotos Bordoy operates a network of over 100 direct dealers and more than 1,000 workshops and official service centres across Spain for the distribution of imported brands (SYM, NIU, QJ Motor, KOVE) and the own-brand Macbor. Some relationships have lasted as long as 30 years.
• Workshop and Service Centre Network (1,000+)coreChannel Partner/ Reseller/ DistributorOver 1,000 workshops and official service centres across Spain are part of Motos Bordoy's distribution ecosystem, providing after-sales service, spare parts, and maintenance for all distributed and dealership brands. Some relationships have lasted up to 30 years.
• Service Public of Employment of Catalonia / European Social FundminorOthersMOTOS BORDOY S.A. participated in a financial aid programme to promote the employment of people aged 30 and over, promoted and subsidised by the Servicio Público de Empleo de Cataluña (SOC) and 100% financed by the European Social Fund as part of the EU's response to the COVID-19 pandemic.

Scale indicators7 records

Recent moves9 records

Expansion highlights5 records

Broad incumbents

• Honda Motor Europe Spain: Spanish arm of Honda Motor, a major OEM with broad motorcycle and scooter distribution in Spain. Comparable as a large-scale motorcycle distributor competing for dealer mindshare and end consumer demand across multiple segments.
• Yamaha Motor Europe: European arm of Yamaha Motor, distributing motorcycles, scooters, and related products in Spain. Comparable as a major OEM with established Spanish distribution competing in the same dealer and consumer markets.
• KTM / Pierer Mobility: Austrian multi-brand motorcycle conglomerate owning KTM, Husqvarna, GasGas, and MV Agusta. Comparable as a larger European player operating a multi-brand motorcycle distribution and manufacturing model that competes with Motos Bordoy across import, premium, and own-brand segments.

Direct peers

• Piaggio Group: Italian motorcycle and scooter conglomerate owning Vespa, Aprilia, Moto Guzzi, and Derbi. Operates a similar multi-brand strategy combining manufacturing, distribution, and dealership of premium and mass-market two-wheelers across European markets, including Spain.
• Rieju: Spanish motorcycle manufacturer founded in 1934, producing a range of motorcycles, mopeds, and off-road bikes. Comparable as a domestic Spanish two-wheeler manufacturer with similar small-to-mid scale, multi-decade heritage, and Iberian market presence.
• GasGas Motorcycles: Spanish motorcycle brand (now part of Pierer Mobility Group). Comparable as a Spanish motorcycle brand with similar heritage and presence in the Iberian market, although more specialised in off-road and trial segments.
• NIU Technologies: Chinese smart electric scooter manufacturer. Motos Bordoy is its exclusive Spanish distributor; NIU's products are central to Motos Bordoy's electric mobility growth, making it both a strategic partner and a comparable in the e-scooter space.
• Sherco Motorcycles: European motorcycle manufacturer with Spanish roots, focused on trial, enduro, and adventure segments. Comparable as a similarly-sized European motorcycle brand with multi-decade operations and multi-segment product portfolio.
• SYM / Sanyang Motors: Taiwanese motorcycle and scooter manufacturer, one of the world's top 10. Motos Bordoy has been its exclusive Spanish importer since 1993; comparable as both a long-standing partner and a competing motorcycle brand present in the Spanish market.

Emerging players

• QJ Motor / Qianjiang Motorcycles: Chinese motorcycle manufacturer (part of Geely Group) producing motorcycles, engines, and components. Motos Bordoy is its exclusive Spanish importer since 2021; comparable as both partner and competitive brand in the mid-displacement segment.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/motos-bordoy

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 Motos Bordoy