The 2025 Milan International Motorcycle Exhibition (EICMA), a four-day event, officially commenced on November 4th. At this high-profile international exhibition, the SWM brand, under the Shineray Group, captivated global industry media, distributors, and riding enthusiasts with a impactful 25-minute launch event themed "Reviving Legend, Intelligently Inspiring Future". The debut of multiple heavyweight models not only demonstrated a comprehensive refresh of SWM's design language and product matrix but also signaled Shineray Group's strategic direction to advance technology globalization and reshape its global image as an intelligent manufacturing brand.
25-Minute Stunning Debut: Shineray Amazes the World
Shineray's 25-minute presentation redefined industry launch paradigms with its core concept "Reviving Legend, Intelligently Inspiring Future". From the stunning reveal of concept vehicles that captured global attention to in-depth analysis of brand strategy and technological core, each segment was meticulously crafted. It showcased both internationally professional standards and the unique innovative drive of a Chinese brand. This highly efficient and impactful presentation allowed the global industry to witness the confidence and composure emanating from the East.
Multiple New Model Launches: A New Expression of Design Philosophy
The multiple heavyweight models introduced by SWM represent a strategic and precise layout based on deep insights into global market trends. From the sci-fi mech-inspired concept beast BUMBLEBEE.Concept, to the fully-equipped all-terrain tourer VERSANTE 550, and the new electric off-road species BENSEN on the new energy track, the carefully planned product portfolio showcases SWM's capability to cover all scenarios – from future concepts to mainstream markets, from daily commuting to long-distance adventure. This serves as the most direct proof of its systematic R&D strength and forward-looking market strategy.
It is noteworthy that SWM not only presented a new motorcycle lineup but also marked the brand's first entry into the all-terrain vehicle (ATV) sector. Guided by its "Pioneering the Future" brand philosophy, SWM launched a family of seven ATV models covering displacements from 550cc to 1000cc. This includes 3 NOMADER UTV series models and 4 TRAILHUNTER ATV series models. All ATVs adhere to the core R&D philosophy of "Italian Design + European Standards + Racing-level Performance". By concentrating core resources on this new ATV series and announcing its entry into this sector through specific model launches – a move based on deep R&D into user needs for outdoor scenarios – SWM aims to create comprehensive all-terrain mobility solutions covering different usage scenarios and diverse user groups, collectively forming a complete future mobility landscape.
Behind the Amazing Debut: The Innovation Path of Shineray
The radiant presence of SWM in Milan is deeply rooted in the globalization foundation of Shineray Group as a "World Shineray" and the innovative soul of "Technology Shineray". Through the successful operation and integration of the historically rich Italian SWM brand, Shineray has not only acquired brand assets but also built a cross-China-Europe R&D system, gaining a deep understanding of the regulations, cultures, and user preferences of different global markets. This "Global Gene" ensures SWM products possess an international perspective and quality from their inception. "Technology Shineray" is the core engine driving progress. The Group's sustained, significant R&D investment focuses on powertrain technology, intelligent electronic control systems, lightweight materials, and advanced manufacturing processes. The technological highlights featured in each new model at the launch – whether efficient powertrain platforms, sophisticated vehicle stability systems, or user-friendly smart connectivity features – are manifestations of its technological innovation achievements. It is precisely this mastery and continuous iteration of core technologies that elevates traditional manufacturing capability into an intelligent manufacturing capability defined by wisdom, data, and software, earning the brand respect and influence in the international market.
Milestone and New Voyage: Setting Sail Again from Milan
The 2025 EICMA will undoubtedly stand as a significant milestone in the history of the SWM brand. It successfully utilized a first-class exhibition platform to earn global industry respect and recognition through product strength, marking SWM's official entry into a higher level of competition. This is even more a new starting point full of limitless possibilities, proving that Chinese manufacturing enterprises are fully capable of integrating global resources and relying on independent innovation to create high-end products with global competitiveness. For the Shineray Group and the SWM brand, drawing the sword in Milan might be just the beginning; the future journey is even more anticipated.
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