2026 marks the 10 years of BENDA. Last week, we gathered in Lijiang, Yunnan, for our 10-Year Local Dealer Conference, a milestone moment to reflect on where we started and where we are heading.
Since entering the domestic market, BENDA has often been labeled as a “new force.” While this recognition carries expectations, it has also come with doubts, uncertainty, instability, the unknown. Ten years later, we have firmly established our presence in a rapidly changing market. This decade of persistence is the most direct response to every question raised.
At the same time, our global expansion continues to accelerate. As we step into a new five-year plan, we are committed to delivering a broader product portfolio and more refined, high-quality machines to motorcycle enthusiasts worldwide.
During the 10-Year Dealer Conference, BENDA not only looked back, but also set a clear direction forward:
“Our first Five-Year Plan has already been fulfilled ahead of schedule. As its name suggested, ‘Spark Ignites the Prairie’, what began in 2019 has grown into a powerful momentum by 2024. Last month, we officially launched our second Five-Year Plan: a more ambitious and far-reaching vision. We call it the ‘Phoenix Plan.’
The Phoenix represents endurance and long-term vision. No shortcuts, no speculation.
As part of this commitment, we have extended our R&D cycles and refined our validation processes. Over the past two years, this methodology has been proven through our all-terrain vehicle project. After extensive testing, the product entered the European market last year and achieved outstanding success. What customers value most is not only the design, but its reliability and powerful performance.
Two years is not slower, it is faster in the long run. It ensures longer product lifecycles and gives us the confidence to build what comes next.”
