Jonkoping, Sweden, January 23-25, 2026
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BMW Motorrad posted another strong result in 2025: for the fourth consecutive year the company delivered more than 200,000 motorcycles to customers- a total of 202,563 units worldwide. " Despite a challenging market environment, including a global decline in the over cc segment, volatile conditions, intense price competition, regulatory constraints and new customs rules, BMW Motorrad achieved a solid sales result." Several of BMW ' s markets nonetheless recorded best ever results, including Italy, Spain, Japan, Australia, Portugal, Canada, Malaysia and the Netherlands. In December 2025, a total of 15,109 motorcycles were sold, their third-best December in BMW Motorrad ' s history and a positive indicator for 2026. The German market saw BMW gain market share(+ 4.1 p. p. in the over 500 cc segment) as it expanded its home market leadership, with 25,516 units sold. France was its second strongest market in Europe with 19,019 units sold, Italy third( 16,692), and Spain fourth( 14,005). Outside Europe, the USA saw 14,869 units sold; Brazil 14,488, and China 10,555. Unsurprisingly, the BMW R 1300 GS Adventure and R 1300 GS were their strongest sellers, followed by the S 1000 RR.
Human rights groups have reported that among the fatalities in the Iranian regime ' s January crack down on protests was a teenager called Duana Bahador. Known as Iran ' s ' Baby Rider ' the motorbike influencer was shot dead by security forces. The 19-year-old had built a strong following in Iran and elsewhere and, among other efforts to enjoy her young life, is known to have posted videos of herself online without a headscarf. Doing God ' s will?
Following the decision announced by José Boisjoli to retire as President and CEO of BRP and step down from his role as Chair of the Board of Directors, the Valcourt, Quebec based manufacturer has announced Denis Le Vot as their new President and Chief Executive Officer.
Europe ' s largest motorcycle rally, the( 40th) annual Biker Fest International( an AMD Approved Custom Bike Show event) will be staged at its traditional Lignano Sabbiadoro( Udine, Italy) seaside resort from May 14 to 17. Last year recorded a massive 265,000 attendee count over the course of the weekend- making it not only the biggest motorcycle rally in Europe, but also the third largest event of this kind in the world- only after the legendary U. S. rallies of Sturgis and Daytona; www. bikerfest. it
MC-Massan 2026
Jonkoping, Sweden, January 23-25, 2026
Words and pictures by Torbjörn " Tobbe " Bergh, Cross-Center International
Having previously alternated between Stockholm and Gothenburg, January this year saw a comeback for Sweden ' s MC-Massan motorcycle industry expo at the 34,000 sq. m. Elmia Exhibition and Convention Centre at Jonkoping in central southern Sweden. Backed by the Swedish motorcycle industry trade association MCRF( www. mcbranschen. se) and the Swedish Riders Group SMC( www. svmc. se), the collaboration resulted in a successful return for an event that had missed four out of the past five years since being staged in Gothenburg in January 2020( it was also staged in 2024, at Stockholm). Organised for MCRF and SMC by the management of the Elmia facility, the new venue has convenience stamped all over it- located in within a radius of about a radius of 350 km from the largest cities of Sweden, Denmark and Norway. Stockholm, Malmö, Copenhagen, Oslo and Göteborg are all within a 4-hour journey with car; less by motorcycle( weather and limits permitting of course). Our thanks to Torbjorn ' Tobbe ' Bergh of Cross Center International( one of Europe ' s leading MX wheel specialists) and our sometime IDN Scandinavian correspondent for these photos from the show. As an exhibitor himself, and a man accustomed to casting a critical eye on what he sees going on in the motorcycle industry, he can be relied on for an impartial observation of how the show went and reports that, after
a rocky period for the expo scene in Sweden, " It went well ". " Most of the importers, distributors, motorcycle clubs, parts and accessory and apparel manufacturers and vendors were there, along with other companies in the motorcycle industry, including a good showing by the custom bike market and an FMX show- there was plenty for the 36,000 visitors to see, plenty to keep them interested.
" The few companies that were missing will almost certainly attend next year once the word gets out that the show is back and in good health, and it ' s more than likely it will be at the same location and hopefully with an added hall and more exhibitors." When the show was last organised( 2024, Stockholm) there were a reported 30,500 visitors so it looks like the Swedish motorcycle community has welcomed the return of an annual indoor winter expo opportunity. " It has been a complex journey to see a version of the show come back," said Tobbe. " There ' s no question though that the motorcycle market in Sweden needs such an event and congratulations to the partnership that made it happen. This collaboration between expo centre, trade association and Riders Group is a good formula for market needs here in Sweden. " As an exhibitor we certainly did well enough to want to exhibit again in the future, and our message to everyone is to buy a booth or at least visit- it ' s a valuable and much needed opportunity for us all to play a part in the future of the motorcycle market in Sweden." Any inquiries for 2027 can be addressed in the first instance to MCRF General Secretary Niklas Kristoffersson( niklas. kristoffersson @ mcrf. se).
12 INTERNATIONAL DEALER NEWS- MARCH / APRIL 2026 www. idnmag. com