A Century in Motion: The Epic Journey of Benelli
113 years of relentless passion, pursuit of excellence, and style.
PESARO, ITALY
The story of Benelli Motorcycles began in 1911 when Teresa Benelli invested her family's money to establish a workshop for her six sons: Giuseppe, Giovanni, Filippo, Francesco, Domenico, and Antonio “Tonino” Benelli. Initially a service garage, the brothers aimed higher and created their first engine in 1919. By December 1921, they introduced their first real motorcycle, the "Velomotore," followed by a 147cc version in 1923, which brought racing success and fame. In 1926, Giuseppe designed a groundbreaking 175cc 4-stroke motorcycle, leading to numerous victories, including Tonino Benelli's Italian championships in 1927, 1928, 1930, and 1931.
2018: The Birth of Benelli Bike
Since its foundation in 2018, Benelli Bike has been transforming the cycling experience by combining innovation, quality, and accessibility. From the start, we focused on offering Italian-designed carbon frames at aluminum-equivalent prices, disrupting the market with premium quality and competitive pricing. Our direct-to-consumer model further reinforced our commitment to delivering exceptional value.
Throughout our journey, we’ve reached key milestones that allow us to share our passion for cycling worldwide.
2020: First Operations in Argentina and Ecuador
We launched our direct-to-consumer sales model in Argentina and Ecuador, demonstrating our commitment to providing a seamless and personalized customer experience.
2021: Expansion into Latin America
Recognizing the growing demand in Latin America, we expanded our operations to multiple countries in the region, including Colombia, Panama, and Chile.
2022: R-Line Leads the Carbon Frame Market
In 2022, Benelli Bike began solidifying its presence in the Latin American market with its R-line of carbon frame bicycles. Through the impactful "Carbon at the Price of Aluminum" sales campaign, the brand expanded its reach to more countries, offering high-performance, Italian-designed bikes at an unprecedented value. This milestone marked a significant step in making premium cycling accessible across the region.
With the goal of bringing together the commercial teams of Bbike across the Americas, we held our first convention in Cartagena, Colombia. This event provided a unique opportunity to experience firsthand our new product launches, explore the commercial strategy, and share the exciting future vision for the brand. Beyond business, it was a chance to build lasting friendships among participants from all represented countries.
Benelli Bike Debuts at EICMA, Milan Fair
In 2022, Benelli Bike made its debut at EICMA, Milan Fair, the world’s most important two-wheel exhibition. Sharing the stage with Benelli Moto , the event marked a significant milestone, showcasing our commitment to innovation and Italian design on a global platform.
2023: New Carbon Models Lead Global Expansion
In 2023, Benelli Bike expanded its product range with new carbon frame models in the categories of urban electric bikes and hardtails. This strategic move marked the beginning of our expansion into Europe, Asia, and Africa, regions where these categories dominate the market. By combining cutting-edge technology with Italian design, we aim to meet the growing demand for high-performance bikes in these key territories.
2024: A New Chapter for Benelli Bike
In 2024, we redefined our global strategy as Bbike was fully integrated into the Keeway Group Group, transferring all operations to its management. This pivotal transition sets the stage for our future as we prepare our 2025-2027 lineup and commercial actions with great enthusiasm. With this strengthened foundation, we are ready to expand into new global regions, including Europe and Asia, marking a significant leap forward in our journey.