A shifting focus in the Turkish market
Turkey's evolving middle class and growing interest in leisure and lifestyle products continue to create new opportunities for global motorcycle brands. While major cities like Istanbul and Ankara have long been attractive targets, these markets are now reaching saturation. As a result, focus is shifting toward second-tier cities — regional hubs offering economic stability, demographic diversity, and strong growth potential.
Premium motorcycle market in Turkey: A growing segment
Motorcycle usage in Turkey has seen a significant rise in recent years, driven by increasing traffic congestion, a shift toward personal mobility, and changing lifestyle preferences. As of 2023, the number of registered motorcycles in the country has surpassed 4 million, with approximately 300,000 new motorcycles added to traffic annually. While the majority of the market consists of low to mid-range models (125–250 cc), there is noticeable growth in the premium segment, particularly for motorcycles with engine capacities over 600 cc.
In Turkey, domestic manufacturers mainly focus on entry-level and mid-segment models, whereas approximately 85% of the premium motorcycle market is dominated by imported brands. Brands from countries like Italy, Germany, Japan, and the United States lead the premium category, with consumers prioritizing performance, design, and brand prestige. With increasing purchasing power, a growing interest in motorsports, and the influence of active rider communities, Turkey continues to present a strong growth and investment opportunity for premium motorcycle brands.
Targeting high-potential cities
A recent dealer search project explored cities such as Samsun, Konya, Eskişehir, Kayseri, and Gaziantep. These locations were selected based on rising purchasing power, urban development, and geographic advantage.
In Kayseri, known for its entrepreneurial mindset, potential partners showed high investment capacity and strong local networks. Konya also stood out for its market readiness, while Eskişehir — with its dynamic student population — demonstrated potential driven by younger, lifestyle-oriented consumers.
Central Anatolia: A strategic region
In total, five cities in the Central Anatolia region were investigated. Kayseri and Konya emerged as the most promising, with strong market potential and distribution readiness. The region proved particularly open to brands offering premium, differentiated motorcycle products.
Challenges and success factors
Like in many emerging markets, challenges included language barriers — especially outside major urban centers — and the need to clearly define the ideal dealer profile early in the process. Despite these, more than 50 companies were contacted, resulting in 8 strong candidates, and 4 active follow-up discussions.
Cities like Bursa and Samsun even hosted meetings between dealer candidates and the brand’s regional representatives, further accelerating trust and engagement.
The role of local expertise
The consultancy team played a critical role in this success. Beyond initial outreach, they:
- Prequalified candidates based on capacity and compatibility
- Supported communication between stakeholders
- Assisted in documentation and follow-up
This hands-on, local approach was key in navigating cultural nuances and aligning expectations with corporate standards.
Conclusion: Turkey's strategic value for motorcycle brands
Turkey remains a highly attractive market for premium motorcycle brands seeking to expand. However, real success in second-tier cities demands:
- Local market insight
- Strong relationship-building
- Clearly defined goals and expectations
With the right partners on the ground, global brands can unlock new customer bases and establish a meaningful presence in this rapidly evolving market.
Contact Us
For more information about premium motorcycles, dealer development, mobility retail, the market situation in Turkey, and finding business partners in these and related sectors, please contact us. We can arrange a call with our consultant who managed the dealer search project in Turkey for this international motorcycle brand.
Are You Also Looking for Distributors?
If you are seeking distributors or sales partners, learn more about our consulting services for distributor and agent searches.