Qianjiang port to western markets
Two decades of motorized two-wheelers at low prices
It all began in the early 70s in China and more precisely in the Hubei province where the Qianjiang company was born in the city of the same name. Then a state-owned company, the manufacturer quickly exploded in sales by producing motorcycles and scooters, but also quads, tools, pumps, appliances and many other things.
At the dawn of the new millennium, the group has become one of the heavyweights in the Asian market and now intends to launch into European markets. But in order to conquer the old continent it needs a name that can be easily pronounced and remembered by Westerners. Keeway was created in 1999 to achieve this goal.
The group establishes the European headquarters of its brand in Hungary and begins to tackle different markets by marketing small displacement motorcycles and scooters at very aggressive prices. We will have to wait until the beginning of 2006 for the distribution in France of the first two wheels of the Chinese giant, then the strengthening of the brand’s position in France at the end of the year with the creation of a branch.
Meanwhile, the Qianjiang group struck a coup in 2005 by purchasing the illustrious Italian brand Benelli, which will be its showcase throughout the old continent.
Keeway is therefore confined to 125cc entry-level mopeds, motorcycles and scooters intended for a wide audience. This positioning, the brand has maintained for more than 15 years, but has also taken advantage of the developments made on Benelli motorcycles, most often made with the other brand of the QJ Motor group (now distributed in France), to see the parts. techniques and above all the aesthetics of his bikes improves.
At the same time, the QJ group continues to export its Keeway brand to new markets, including beyond the Atlantic, so much so that it is now distributed in more than 80 countries around the world. Quietly, Keeway is becoming a key player in the market.
However, this positioning allows Qianjiang to get a good place in France since in 2021 Benelli is in 20th place among the brands that sell the most two wheels in France and Keeway in 23rd place. With 1,973 and 1,590 units sold in France respectively, the two brands combined exceed the registrations of brands such as Kymco, Aprilia, Moto Guzzi, Indian or Husqvarna.
In 2022, Keeway is looking to modernize its image as an entry-level manufacturer with the launch of an MBP series with a more premium positioning, notably by presenting a mid-displacement twin-cylinder roadster equipped by major brands such as KYB, J.Juan, Pirelli. or Bosch and show a decidedly modern style.
However, the strategy raises questions as the high-end movement risks putting the brand in direct competition with Benelli, but also with QJ Motor, which also offers the same bikes and which in turn arrives in Europe … even if in France, for example, Keeway and Benelli are not distributed by the same distributors (DIP and Moteo respectively).
