At the Montreal Motorcycle Show, Romain Perrin, Director of Marketing, Sales Strategy, and Product at CFMOTO Canada, and Anaelle Thivierge-Brouard, Brand Manager, spoke about the brand’s ambitions and the challenges involved in importing new models into Canada. Starting with ATVs and off-road vehicles, the brand’s lineup is expanding to include street and adventure motorcycles. The distribution network has grown, and marketing efforts have intensified, with the help of motorcycle-focused influencers. Customers are becoming brand ambassadors by sharing their positive feedback on these vehicles, whose brand awareness is still developing.
A Look at the New Models Unveiled at EICMA
We previously covered the new models on display at the EICMA International Motorcycle Show in November 2025 in Custom Tour and Planète Quad. The most spectacular was a MotoGP-spec sport bike, the V4 SR-RR PROTOTYPE, featuring very aggressive specifications and a very high power-to-weight ratio.
“We’re talking about over 200 horsepower. This is the kind of model that could take a few years to get approved for Canada, but we’re working on it,” explains Romain Perrin.
In the adventure motorcycle segment, the next generation is also taking shape. While the current lineup is based on the 450 and 800 models, CFMOTO unveiled a new 1000 cc model (often referred to as the MT or MT-X) at the Italian show. This machine stands out for its genuine off-road capabilities: 21-inch wheels in the front, 18-inch in the rear, and fully adjustable suspension. Once again, power will exceed 100 horsepower, signaling a desire to compete with the segment’s top players.
“We’re currently exploring the possibilities for bringing these types of models to market. There are still quite a few details to work out, including modifications. We can’t reveal anything yet, but we’re working hard to bring this adventure bike to Canada.”
An Expanding Motorcycle Lineup
The motorcycle category has established itself in the Canadian lineup with a street, adventure, and sport series. In the “naked” street category, the NK model is available in 450, 675, and 800 cc versions, while the Papio models are 126 cc. In the adventure segment, the Ibex is available in 450 and 800 cc versions, while three mid-sized sport bikes are featured in the catalog: the 300, 450, and 675 SS.
This transition marks an important milestone because the price of new motorcycles has risen sharply, and opening up the market to young people and new license holders is no small matter.
Moving Beyond the Constant “Made in China” Argument
The Chinese origin of the products remains a recurring point of contention, and Romain Perrin addresses it head-on. Rather than justifying itself, CFMOTO Canada is focusing on a concrete three-point strategy: test rides, customer testimonials, and a solid warranty.
“The shift in perception after a test ride is incredible,” notes Perrin. It is the customers themselves who become the best ambassadors on social media, countering critics with their real-world experience.
To build confidence, the brand is heavily investing in demo units at dealerships. Opinions should be formed on the handlebars, not based on “preconceived opinions”.
With a 5-year warranty across the entire lineup (motorcycles, ATVs, side-by-sides), CFMOTO sends a clear message: they are confident in their reliability. “It’s the best warranty in the industry, and it’s our way of demonstrating our confidence in the product’s quality.”
The adventure motorcycle segment: the engine of growth
While the overall motorcycle market shows signs of stagnation in new unit sales, the “Adventure” segment is an exception, particularly in Quebec. And the CFMOTO 450 Ibex arrived at just the right time. It has become the brand’s best-selling motorcycle. It meets a specific demand: an efficient, lightweight, and affordable machine.
CMI: A family-run business based in Quebec
Despite exponential growth, the organization behind CFMOTO in Canada, CMI, remains a family-run business based in Quebec. Hélène Binet leads the company, now supported by the second generation. The result is a network of 150 to 155 active dealers in Canada, of which approximately 80 also distribute motorcycles,
CFMOTO CANADA is here to stay
At the end of this conversation with Romain Perrin and Anaelle Thivierge-Brouard, one thing is clear: CFMOTO is no longer a “newcomer” trying to carve out a niche based solely on pricing. Over the years, the Quebec-based company has earned the loyalty of its customers through the reliability of its products and the quality of its service, while building a solid dealer network. Today, the Chinese manufacturer supplies them with original vehicles well-suited to market demands, and new models are a regular feature.
The arrival last September of CFMOTO Canada on the board of directors of Moto Canada—the association representing the interests of motorcycle and off-road vehicle manufacturers and distributors—is further proof of the brand’s deep roots in Canada.
