Sharmax and Benelli's Partnership Points Toward a Bigger Global Push

The strategic partnership between Sharmax Motors and Benelli Q.J. Srl, signed in 2025, is moving into a broader stage. Initially, the cooperation focused on developing a new series of mid-displacement road motorcycles for the European market. Since then, its scope has expanded to cover both the products themselves and the infrastructure needed to support them.

An established partner behind the cooperation

Benelli brings more than a century of motorcycle experience to the cooperation. The Italian manufacturer has a long engineering history and close ties to motorcycle racing. Benelli’s racing record includes two World Championship titles and a series of Italian championship wins that helped establish the brand’s reputation in competition early in its history.

Since 2005, it has been part of Qianjiang Motorcycle, also known as QJ Motor, one of China’s largest motorcycle groups. Its annual production capacity exceeds 1.2 million vehicles.

The connection between the two brands also has a symbolic dimension. Sharmax has its own roots in Italy, dating back to 2014, making the partnership with Benelli a natural link between the brand’s early history and its next stage of international development.

A wider road-motorcycle lineup

One of the first major results of the cooperation is an expanded Sharmax road-bike range covering several key categories.

The new portfolio includes supersport models from the GP series, dual-purpose tourers, power cruisers, and a selected range of naked bikes. In the urban-mobility segment, the brand has also added two new maxi-scooter models.

The wider portfolio allows Sharmax to address more of the mid-displacement market while serving riders with different priorities and experience levels.

For Sharmax, the value lies in building a more complete product structure rather than relying on individual model launches. This gives the brand greater flexibility as it develops its presence across Europe and other international markets.

Support that continues after production

The partnership also covers the service side of the business. Benelli Q.J. Srl supplies spare parts for Sharmax motorcycles, helping connect product development with after-sales support and service planning.

This becomes particularly important as the Sharmax dealer and showroom network grows. A wider motorcycle range creates a corresponding need for reliable parts availability and technical support. Including these elements within the cooperation helps build a more stable foundation for long-term ownership.

Building rider communities

The next stage of cooperation will also move beyond products and servicing.

Sharmax Motors and Benelli plan to develop activities around motorcycle communities in the regions where the brands operate. These plans include rider events such as races and organised group rides, as well as support for motorcycle schools and rental services.

These initiatives create another point of contact between the motorcycles and the people who use them. Rider events can help build local communities, while schools and rental programmes can make motorcycles more accessible to people who are still developing their skills or exploring different types of riding.

A broader foundation for European growth

The Sharmax–Benelli partnership is gaining momentum, and the next phase will move beyond road motorcycles. Sharmax is preparing a new generation of enduro and adventure models, extending the cooperation into categories tied to off-road use, active recreation, and motorsport.

The expansion also points to a wider European push. Spain and Italy are only the first steps in a wider European expansion, with more markets expected to follow as the dealer network grows.

This strategic alliance gives Sharmax added weight as it expands, supporting its evolution from a fast-growing regional player into a more established international motorcycle brand.