SWM Motorcycles
SWM is an Italian motorcycle manufacturer (founded 1971, HQ Biandronno) backed by China's Shineray Group, designing and selling a broad ICE and electric two-wheeler range through an international authorized dealer network and DTC e-commerce.
- Company typePrivate
- Founded1971
- HeadquartersBiandronno, Italy
- Headcount101–250
- GTM typeB2C
- OfferingHardware or Manufacturing
What SWM Motorcycles does
SWM is an Italian motorcycle manufacturer founded in 1971, headquartered in Biandronno (Lombardy) and operationally aligned with China's Shineray Group since 2014. The company designs and markets a broad portfolio of two-wheelers spanning Enduro, Motard, On Road, Naked, Scrambler, Custom, Sidecar, Adventure, Scooter and Electric categories, with engine displacements from 125cc up to 1200cc, positioning it across entry-level, mid and upper-mid price points rather than at a single niche.
Its product technology is conventional internal-combustion engineering with a two-year warranty, plus an emerging electrification track evidenced by the Nomader Hybrid concept shown at EICMA 2025; recent production launches at the same show include the SIX6 650 and VERSANTE 550 mid-displacement platforms and the Bumblebee small-displacement model. Distribution and support are built around an international authorized dealer network (including Campello Motors, Motoplatinum, VATM, Ottobiano Motosport and Progetto 98), complemented by a DTC e-commerce configurator on the official site, COMPASS retail financing, ACI Global roadside/membership services, and a 2023/24 FC Internazionale Milano sponsorship used as a brand-visibility platform. Revenue mechanics are wholesale unit sales to dealers plus direct online sales to consumers, with no disclosed financials, segment splits or large B2B fleet contracts, and a headcount band of 101–250 employees consistent with a sub-scale to mid-scale European mid-market OEM.
SWM Motorcycles firmographics
Firmographics- Name
- SWM Motorcycles
- Legal name
- SWM MOTORCYCLES S.R.L.
- Website
- https://swm-motorcycles.it
- Company type
- Private
- Founded year
- 1971
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- SWM is an Italian motorcycle manufacturer (founded 1971, HQ Biandronno) backed by China's Shineray Group, designing and selling a broad ICE and electric two-wheeler range through an international authorized dealer network and DTC e-commerce.
- Ownership category
- akta.pro rank
SWM Motorcycles industry classification
Industry- Product category
- Motorcycles
- 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), Scooter & Moped Manufacturing (ICE) (IMACAEAC)
Keywords
Where SWM Motorcycles is headquartered
LocationHeadquarters
- HQ city
- Biandronno
- HQ country
- Italy
- HQ region
- Europe
Offices1 record
Markets served
SWM Motorcycles business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Personnel, Operations, Supply Chain, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Motorcycle Sales: SWM generates primary revenue from the sale of motorcycles across multiple categories including Enduro, Motard, On Road, Naked, Road, Scrambler, Custom, Sidecar, Adventure, Scooter, and Electric (E-Ride) models.
- Accessories and Parts: Revenue from selling motorcycle accessories including exhaust systems (GPR), windscreens, luggage racks, tires, chains, handlebars, footrests, and top case kits.
- Helmets and Apparel: SWM sells branded helmets (Adventure, Cross, Jet categories) and apparel including T-shirts and polo shirts through its online shop.
- Financing Services: SWM offers financing options through partners like COMPASS and zero-interest promotions to facilitate motorcycle purchases, creating additional revenue streams through financial partnerships.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Helmet products ranging from entry-level to premium carbon models |
| Unit Pricing | Pay-as-you-go | Accessories including exhausts, tires, chains, and components |
| Unit Pricing | Pay-as-you-go | Apparel including T-shirts and polo shirts |
| Unit Pricing | Pay-as-you-go | Electric Bikes promotional pricing |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
SWM Motorcycles product offering
Product offeringCore offering
SWM Motorcycles designs, manufactures, and sells a diverse range of motorcycles across Enduro, Motard/Supermoto, On Road, Naked, Road, Scrambler, Custom, Sidecar, Adventure, Scooter, and Electric segments, with displacements ranging from 125cc to 1200cc. The company also retails branded helmets, apparel, and motorcycle parts/accessories through its own e-commerce shop and an international dealer network spanning Italy, Europe, and worldwide markets. Production is based at the Biandronno (VA) headquarters in Lombardy, Italy, with financial and technological support from parent Shineray Group.
Product overview
SWM Motorcycles is an Italian motorcycle manufacturer producing a diverse portfolio of motorcycles across multiple segments including Enduro (RS 125 R, RS 300 R, RS 500 R), Motard/Supermoto (SM 125 R, SM 500 R), On Road (SUPERDUAL T, SUPERDUAL X), Naked (HOKU 125, HOKU 400), Road (GRAN TURISMO 650, GRAN MILANO), Scrambler (SILVER VASE 650, SILVER VASE T 650, SUPER SIX6), Custom (STORMBREAKER V 1200), Sidecar (SIDECAR URBAN 525), Adventure (VENTURO 125, VERSANTE 550), Scooter (C FLY 125), and Electric (BINSEN DIRT BIKE). The company also offers branded accessories including helmets, clothing, and motorcycle parts. SWM combines Italian design with advanced technology, emphasizing competitive prices, quality assurance, and customer service. Production is based in Biandronno, Lombardy, Italy, with financial and technological support from parent company Shineray Group.
Differentiator
Problem solved
Functional benefit
Products and services
- SWM RS 125 R Off-road enduro motorcycle with 125cc displacement designed for off-road adventure lovers and enduro/trail riding.
- SWM RS 300 R Off-road enduro motorcycle with 300cc displacement for off-road adventure enthusiasts.
- SWM RS 500 R Off-road enduro motorcycle with 500cc displacement for demanding off-road riding and competitive enduro use.
- SWM SM 125 R (Motard line) Supermoto/motard motorcycle with 125cc engine for road-focused riding, available in ReBorn, Red-Black, and Yellow-Black color variants.
- SWM SM 500 R (Motard line) Supermoto/motard motorcycle with 500cc engine for road riding enthusiasts, available in Black and ReBorn styling variants.
- SWM SUPERDUAL T Versatile on-road motorcycle suitable for all kinds of use, returning to the SWM market lineup as the SUPERDUAL T.
- SWM SUPERDUAL X Adventure-focused on-road SUPERDUAL X with enhanced versatility for mixed terrain riding.
- SWM HOKU 125 Naked motorcycle with distinctly sporty lines and 125cc engine; flagship model of the new 2025 SWM range.
- SWM HOKU 400 Naked motorcycle with distinctly sporty lines and 400cc engine; flagship model of the new 2025 SWM range.
- SWM GRAN TURISMO 650 Bold and dynamic road motorcycle featuring sharp contemporary lines, available in blue and green colors as part of the 2025 SWM collection.
- SWM GRAN MILANO Highlight model of the 2025 SWM collection featuring bold, dynamic styling and contemporary lines, available in multiple colors including black, green, and silver.
- SWM SILVER VASE 650 Classic scrambler motorcycle for street, highway, and off-road riding, with versatile and stylish design.
- SWM SILVER VASE T 650 Perfect scrambler for street, highway, and off-road riding, versatile and stylish with easy riding characteristics.
- SWM SUPER SIX6 650 New scrambler motorcycle blending retro charm and modern technology, symbol of pure riding pleasure, unveiled at EICMA 2025.
- SWM STORMBREAKER V 1200 New custom motorcycle with 1200cc displacement, available in roaring colors (black, metallic green, amaranth) for distinctive styling.
- SWM SIDECAR URBAN 525 Sidecar motorcycle with twin-cylinder engine for alternative and emotional urban mobility, available in multiple colors including red, sand, black, and green.
- SWM VENTURO 125 Adventure motorcycle designed for explorers, combining power, control, and reliability for conquering various terrains.
- SWM VERSANTE 550 Bold and powerful adventure motorcycle marking a new chapter in SWM's Adventure story, unveiled at EICMA 2025.
- SWM C FLY 125 (Scooter) Scooter combining modern design, advanced technology, and reliable performance for urban or suburban riding comfort and safety.
- SWM BINSEN DIRT BIKE (Electric) First electric motorcycle in the SWM E-Ride line, perfect option for off-road cycling enthusiasts, available in black, green, and black pro variants with Eco Bonus subsidies.
- SWM Helmets (J12 Carbon, J14 Carbon, J32 ABS, Jet Sirio Carbon, Jet Sprint ABS) SWM-branded motorcycle helmets (Adventure, Cross, Jet categories) ranging from entry-level ABS to premium carbon models, sold direct-to-consumer via the SWM online shop.
- SWM Motorcycle Accessories & Parts Genuine SWM motorcycle parts and accessories including GPR exhausts, windscreens, luggage racks, tires, chains, handlebars, footrests, and top case kits, sold through the SWM online shop.
- SWM Clothing & Merchandise SWM-branded clothing and merchandise including T-shirts and polo shirts featuring SWM team and hangar designs, sold through the SWM online shop.
Quantifiable outcome
- Two-year unlimited mileage warranty demonstrates confidence in product reliability
Companies that use SWM Motorcycles
Customer profileNamed customers2 records
Segments5 records
Ideal customer profiles4 records
SWM Motorcycles technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature3 records
SWM Motorcycles partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered flagship and minor.
- FC Internazionale MilanoflagshipSWM Motorcycles is Official Motorcycle Partner of FC Inter Milano for the 2023/24 season. This strategic agreement signed at Inter HQ in Milan reinforces SWM's bond with the nerazzurra team and underscores SWM's broad vision in becoming an increasingly recognized and celebrated brand internationally.
- Campello MotorsminorSWM and Campello Motors announced a new partnership to revolutionize the way customers drive. The partnership was announced in October 2024.
- Progetto 98minorSWM collaborated with Progetto 98 for a special Moto Therapy initiative during the Demo Ride Day in Somma Lombardo (September 27, 2025), combining motorcycle passion with charitable/social causes.
- MotoplatinumminorSWM partners with Motoplatinum Insurance providing the most affordable liability policy for motorcycle enthusiasts, covering accidents and damages caused by third parties.
- ACI GlobalminorSWM provides ACI Global breakdown service available 24/7 to motorcycle owners, ensuring roadside assistance and uninterrupted adventures.
- VATM (Varese Terra di Moto)minorSWM participates in Varese Terra di Moto events, a regional motorcycle initiative combining exhibitions, workshops, and demo rides in the Varese area.
- OTTOBIANO MOTOSPORTminorSWM collaborated with OTTOBIANO MOTOSPORT for the 2024 Supermotard Trophy with the SM 125 R TROFEO model.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
SWM Motorcycles competitors and assessment
Company assessmentBroad incumbents
- Ducati: Premium Italian motorcycle manufacturer owned by Volkswagen's Lamborghini unit. Comparable Italian design-led brand but operates at a much higher price tier and scale than SWM.
- MV Agusta: Italian premium motorcycle manufacturer with sport and naked ranges. Comparable in Italian craftsmanship positioning though operating at a significantly smaller scale and higher price point than SWM.
- CFMOTO: Chinese motorcycle manufacturer expanding aggressively in Europe with KTM partnership. Comparable as a Chinese-backed brand leveraging European design and dealer expansion.
- Benelli: Historic Italian motorcycle manufacturer (now under Qianjiang/Geely ownership) with broader road, naked and adventure ranges. Comparable in Italian heritage and Asian-parent industrial backing to SWM.
Direct peers
- GasGas: Off-road and enduro motorcycle brand now part of Pierer Mobility. Directly competes with SWM's RS enduro line and shares the European off-road dealer channel.
- Fantic Motor: Italian motorcycle manufacturer focused on enduro, motard and Caballero off-road models. Closely comparable to SWM in size, Italian heritage and off-road segment mix.
- Sherco: French off-road motorcycle specialist with strong enduro and trial ranges. Comparable niche-scale European off-road manufacturer to SWM.
- Husqvarna Motorcycles: Off-road-focused motorcycle brand owned by Pierer Mobility alongside KTM. Competes head-to-head with SWM in enduro and motocross with deeper racing heritage.
- KTM AG: Austrian motorcycle manufacturer, dominant in enduro, motocross and adventure segments through KTM and sister brand Husqvarna. Directly comparable to SWM in off-road product focus and European dealer-led distribution.
- Beta Motor: Italian enduro, trial and off-road motorcycle manufacturer with deep enduro racing pedigree. Most directly comparable to SWM on Italian craftsmanship and off-road specialization.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
SWM Motorcycles social profiles
Digital presenceSWM Motorcycles financial estimates
Financial estimateRevenue estimate
Valuation estimate
SWM Motorcycles leadership team
Management profileNumber of profiles
SWM Motorcycles funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
SWM Motorcycles M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about SWM Motorcycles
What does SWM Motorcycles do?
SWM Motorcycles designs, manufactures, and sells a diverse range of motorcycles across Enduro, Motard/Supermoto, On Road, Naked, Road, Scrambler, Custom, Sidecar, Adventure, Scooter, and Electric segments, with displacements ranging from 125cc to 1200cc. The company also retails branded helmets, apparel, and motorcycle parts/accessories through its own e-commerce shop and an international dealer network spanning Italy, Europe, and worldwide markets. Production is based at the Biandronno (VA) headquarters in Lombardy, Italy, with financial and technological support from parent Shineray Group.
Is SWM Motorcycles a public or private company?
SWM Motorcycles is a private company. It is classified as corporate owned and is currently operating.
When was SWM Motorcycles founded?
SWM Motorcycles was founded in 1971. It employs 101 to 250 people.
Where is SWM Motorcycles based?
SWM Motorcycles is headquartered in Biandronno, Italy, in the Europe region.
How does SWM Motorcycles make money?
Four revenue lines are on record. Motorcycle Sales are the primary driver. The others are accessories and Parts, helmets and Apparel and financing Services.
Who are SWM Motorcycles's main competitors?
Broad incumbents on record are Ducati, MV Agusta, CFMOTO and Benelli. Direct peers are GasGas, Fantic Motor, Sherco, Husqvarna Motorcycles, KTM AG and Beta Motor.
Does SWM Motorcycles have an API?
No public API is recorded for SWM Motorcycles.
What industry is SWM Motorcycles in?
SWM Motorcycles's product category is Motorcycles. Its primary akta.pro industry code is IMACAEAH, Dirt Bike / Motocross / Enduro Motorcycle Manufacturing, with a secondary code of IMACAEAB, Electric Motorcycles & Electric Scooters Manufacturing. Its NAICS code is 336991 and its SIC code is 3751.