November 9, 2025 – The EICMA 2025, renowned as the "Oscars of the Two-Wheeler World," concluded successfully in Milan, Italy. The SWM brand under Shineray Motorcycles made a stunning appearance with five differentiated premium models. Featuring an efficient 18-minute launch conference, a full-scenario product matrix, and robust technical capabilities, the brand delivered a key statement of its rejuvenation on the global stage. This journey was not only a concentrated demonstration of Shineray's strategy of "Italian Design, European Standards, Global Sharing," but also marked a crucial step where the brand, through continuous technological upgrades, motorsport validation, and global exposure, laid a solid foundation for fully embarking on a new journey in 2026.
I. Multi-Dimensional Strategy Builds Confidence for Renewal, Systematically Responding to Market Expectations
Since initiating upgrades to its AGV intelligent production line in 2023, Shineray Motorcycles has used smart manufacturing as its cornerstone to gradually build a complete brand renewal chain encompassing "Quality Upgrade -> Motorsport Validation -> Cultural Resonance -> Global Exposure":
Manufacturing Innovation: Completed intelligent upgrades in 2023, including the AGV intelligent assembly line and ENG machining centers, establishing a European-standard production system. This addresses the pain point of quality stability at the root, providing hardware support for the premium product strategy.
Motorsport and Cultural Empowerment: Revived the "Shineray Cup" China Chongqing Motorcycle Motocross Grand Prix in 2025 and co-hosted the 2nd Slow Life Festival, creating an integrated ecosystem of "Motorsport + Culture + Commerce." This attracted over 10,000 participants for offline interactions and garnered 70 million online views. Product reliability was verified in real-world scenarios, strengthening emotional connections with users.
Global Stage Presence: The EICMA served as the finale of the brand renewal. With its largest-ever booth space of 750 sqm, it prominently featured five differentiated models, including concept vehicles, a 250cc twin-cylinder ADV scooter, and the RL525 all-terrain tourer. Using a "Performance + Sci-Fi" design language and superior configurations, it showcased the intelligent manufacturing upgrade of Chinese motorcycles to the world.
II. Premium Matrix Breaks Through Segmented Markets, Technical Strength Reshapes Quality Perception
The five models unveiled at the show, characterized by "differentiated positioning + premium configurations," directly address core user needs and serve as the primary vehicles for breaking stereotypes:
The 250cc twin-cylinder ADV scooter, featuring the "only twin-cylinder configuration in its 250cc class," is equipped with a mid-mounted engine, wet CVT transmission, and a large 13-liter fuel tank. It achieves a dual breakthrough in sportiness and practicality, establishing a generational advantage within its category.
The RL525 all-terrain tourer adheres to the "factory-spec fully loaded" concept, coming standard with top-tier components like KYB shock absorbers, J.Juan braking system, and Pirelli tires. Its self-developed enhanced engine ensures long-distance reliability, aiming to set a new benchmark for value in the 500cc segment.
The automatic cruiser innovatively introduces high-end wet CVT technology into the retro bike sphere. While lowering the riding barrier, its low center of gravity design and ABS enhance safety, potentially reshaping the lightweight trendy cruiser market.
The sci-fi mecha-style concept bike and the 250cc flat-floor scooter target the future flagship and urban commuting segments respectively, forming a product matrix that covers all scenarios and highlights Shineray's user-demand-driven product development logic.
Behind these products lies the support of Shineray's nearly three decades of manufacturing experience and a global R&D system – the Italian design center leads aesthetics and performance tuning, the Chongqing smart manufacturing base ensures production precision, and 10 major engine laboratories alongside 108 inspection standards build a quality defense line, fulfilling the brand promise of "Italian Design, European Standards, Global Sharing."
III. Global Attention Ignites Investment Boom, 2026 Renewed Return Highly Anticipated
During the EICMA, Shineray Motorcycles' product innovation and brand transformation received high recognition from the global industry: international distributor inquiries increased by 300% compared to previous editions, with preliminary cooperation intentions reached in several European and Southeast Asian markets; domestic channel partner interest continued to grow, showing strong confidence in the market potential of the products slated for 2026.
As a significant milestone in the brand's history, this EICMA participation represents a crucial leap from "going out" to "moving up." Building upon the systematic layout established in 2025 – the AGV production line strengthening the quality foundation, motorsport events validating product capability, cultural IP fostering user community, and global exhibitions demonstrating brand confidence – Shineray Motorcycles has completed its preparations for a comprehensive renewal. It is poised to return to the spotlight in 2026 with a more mature product matrix and a more comprehensivechannel system.
Starting from Milan, Setting Out Anew Towards the Future
From the Italian heritage of the SWM brand to Shineray Motorcycles' global layout; from the continuous upgrade of intelligent manufacturing to the deep cultivation of motorsport culture; from the stunning debut at the EICMA to the market commitment for 2026, Shineray Motorcycles is writing a new chapter in the transformation and upgrade of China's motorcycle industry with an attitude of "technical confidence, product confidence, brand confidence." In 2026, with the official market launch of the heavyweight models showcased in Milan, Shineray will respond to the expectations of global users with more reliable quality, more innovative products, and improved services, opening a brand new journey for the brand's development.
