Zhang Xue Launches New Motorcycle Brand After Kove Exit

Former Kove Moto founder Zhang Xue unveils his new brand, Zhang Xue Motorcycles, debuting the ZX-500RR sportbike at the Chongqing Motorcycle Show, marking a surprising return to the industry.

Subscribe to our Telegram channel for instant updates!

In a move that has caught the Chinese motorcycle industry by surprise, Zhang Xue, the former founder and CEO of Kove Moto, has returned to the spotlight with his new venture, Zhang Xue Motorcycles, unveiled at the prestigious Chongqing Motorcycle Show. Zhang Xue’s re-emergence, particularly after a dramatic departure from Kove Moto earlier this year, has sparked industry-wide interest and fueled speculation about the future direction of his new company.

Zhang Xue’s exit from Kove Moto in February raised numerous questions. As the founder, CEO, and charismatic public face of the company, his sudden departure came with minimal explanation.

Kove Moto issued only a short statement, saying that Xue had “decided to temporarily step away from the management team while remaining a shareholder.” This left room for conjecture, especially given his close involvement in Kove’s branding and social media presence.

He was highly active in promoting Kove’s achievements, particularly celebrating the company’s successes in the Dakar Rally. Xue’s abrupt departure—and then swift reappearance with a new brand—left many wondering about the real reasons behind his exit.

At the Chongqing Motorcycle Show, Xue launched Zhang Xue Motorcycles’ flagship model, the ZXJC ZX-500RR, a 500cc sportbike that has already generated considerable buzz. With striking lime green paintwork, the ZX-500RR draws design cues from well-known international brands like Ducati, BMW, Suzuki, and particularly Kawasaki.

The model even features “ZX” lettering in a manner reminiscent of Kawasaki’s popular Ninja series, sparking discussions around the ZX-500RR’s design inspirations.

This isn’t the first time the ZX-500RR has caught the industry’s attention. It was initially discussed in September when early images began circulating, capturing enthusiasts’ interest with its bold, distinctive styling and clear nods to classic design elements. The ZX-500RR’s debut at the Chongqing Motorcycle Show confirms Xue’s intention to make his mark in the performance motorcycle sector with a brand that builds upon his experiences at Kove, yet with a new direction that may challenge established players in the Chinese market and beyond.

For industry watchers, the launch of Zhang Xue Motorcycles signifies a fresh chapter in Xue’s career and suggests that he has not left the ambitions he once had at Kove behind. His reentry into the market, backed by the launch of the ZXJC ZX-500RR, indicates that Xue aims to cement his place in the rapidly evolving Chinese motorcycle landscape, bringing with him a blend of innovation, ambition, and a well-honed marketing approach that has already left a mark.

As Xue’s new journey unfolds, his reemergence poses questions not only for Kove Moto but also for competitors in China and globally, all watching to see how Zhang Xue Motorcycles will reshape the market.