Zhang Xue Responds to the “Zhang Xue Motorcycle Newbie Ban”: Impact on Orders Is More Than 10%, “It’ll Look Great in 10 Years”

Zhang Xue's reply

Zhang Xue (张雪), founder of Zhang Xue Motorcycles (张雪机车), has defended his company’s controversial purchase restriction for inexperienced riders, saying the limit has cut orders by “more than 10%.” Speaking on CCTV’s Facing Face interview, he argued that large-displacement bikes are inherently exciting — and that when young riders “lose control of excitement,” danger follows. He acknowledged the short-term loss of profit but framed it as a deliberate trade-off: if the debate spurs a more graded licensing system, that outcome would be worth it. “We’ll look back in ten years and see this as the right move,” he said.

The policy and the bike

The row followed Zhang Xue’s high-profile success at the WSBK Portugal round and the production launch of the company’s first WSBK-winning model, the 820RR, which reportedly began rolling off the line on April 3. The 820RR has a listed starting price of ¥43,800, peak output up to 135 PS and a 0–100 km/h time of about 2.81 seconds — performance figures that explain safety concerns. The official product page states that buyers with less than one year of motorcycle driving experience are prohibited from purchasing the 820RR; the page also offers a ¥5,000 reward for verified reports of violations.

Industry and regulatory context

For Western readers: China’s motorcycle market is shaped by a patchwork of local rules and growing safety scrutiny, and high-powered machines have long been a flashpoint. It has been reported that the ban ignited intense online discussion about whether manufacturers should police buyers or regulators should impose clearer licensing tiers. Zhang’s stance signals a branding strategy focused on long-term prestige rather than short-term sales growth. Is a temporary hit to revenue the price of building a globally competitive Chinese high‑end motorcycle marque? Zhang clearly thinks so — and the debate now stretches from dealerships to regulators.