SWM Powersports Technology Co. Ltd. is an integrated tech company specializing in powersports vehicles R&D, production, and sales. Its focus spans high-performance ATVs, UTVs and SSVs. Since 1971 in Milan Italy, SWM has built a legendary reputation for performance and precision craftsmanship in motorsports, a legacy spanning over 50 years. Starting in 2025, SWM hits the outdoor powersports realm ready to compete, built on the legendary design and fine craftsmanship of Italy.
Our Vision: To become global smart ORV leader and benchmark brand
Our Core Value: Passion, Challenge, Free
Our Mission: Drive industry innovation and deliver exceptional all-terrain experiences
SWM POWERSPORTS: Passion. Challenge. Free.
Founded in 1971 by Piero Sironi and Fausto Vergani, SWM emerged from a singular obsession: to build pure off-road motorcycles that could challenge the industry's established giants. What began in an Italian garage soon conquered international racetracks. Through relentless innovation and podium-topping performance, SWM rose to become one of the world's premier off-road brands.
In 2014, SWM began its remarkable renaissance. Backed by advanced manufacturing, global engineering resources, and decades of off-road mastery, the brand returned to the world stage, honoring its motorcycle heritage while embracing modern automotive technologies.
2025 marks the dawn of a new era: SWM POWERSPORTS. Built on decades of cross-industry expertise spanning motorcycles and automobiles, we fuse Italian off-road legacy, race-proven performance, and cutting-edge automotive technology to inspire exploration beyond the ordinary.
2014 REBIRTH: A LEGACY REKINDLED
In 2014, Shineray—China's off-road powerhouse with decades of expertise and world-class manufacturing—acquired SWM. Through shared technology and collaborative innovation, SWM embarked on an extraordinary comeback.
The 2015 launch of the new RS650 heralded SWM's rebirth, carrying forward its distinguished Italian lineage. With relentless product refinement and a race-first philosophy, SWM repeatedly defeated industry titans, claiming championships at elite events like the 2017 S1GP—reclaiming its place among the world's elite.
2016 EVOLUTION: BEYOND TWO WHEELS
By integrating global R&D resources and leveraging industrial cluster advantages, SWM diversified and entered the global passenger vehicle market in 2016.
After years of intensive development, SWM masterfully blended Italian aesthetics, decades of off-road racing heritage, and intelligent automotive technologies. SWM POWERSPORTS made its grand debut at EICMA 2025 with a full range of all-terrain products, officially entering the powersports arena.
Inheriting SWM's championship DNA, we deliver intelligent, rugged all-terrain solutions that power diverse outdoor adventures—delivering the pure, unadulterated thrill of exploration and competition.
With the continuous advancement of the global economy and China's growing comprehensive national strength, multinational brands have entered an era of multipolar cooperation and interdepenent relationships. A prime example is Xinyuan Group's full acquisition of the Italian brand SWM in 2014. Once a symbol of Europe's outstanding off-road heritage, SWM now embarks on a new journey with Xinyuan to jointly develop the concept of "Transcending Boundaries, Surpassing Trends," redefining the next generation of cultural and lifestyle industries.
The fully devloped SWM motorcycles stand ready to accompany you on new adventures. We commit to presenting ourselves with clearer brand positioning, more avant-garde designs, more powerful performance, and more reliable quality. We recognize that a brand transcends mere symbolism - it embodies our dedication to crafting SWM's brand value, fostering audience resonance and emotional connection with the brand.
"Free your soul" is SWM's new brand philosophy. This slogan encapsulates Italy's untamed spirit while projecting the brand's commitment to unleashing human potential. It enables consumers to clearly identify with SWM's distinctive personality, progressing from recognition to affection. Our redefined core values of "Passion, Challenge, Free" set the brand's fundamental tone, conveying its essence and serving as the ultimate expression of value across all SWM products.
Starting today, free your soul with SWM and unleash your champion racing spirit.
CHALLENGE
Not for the faint-hearted, but for those who embrace the unknown.
SWM, the spirit of adventure, built to conquer uncharted territories.
Push boundaries, face every challenge head-on,
feel the adrenaline surge as you conquer the impossible.
Embrace Challenge, Rise AbovePush Beyond The Impossible
PASSION
Not for any reason, but for pure passion alone. SWM, the soul of the track, born to race. Ignite your competitive fire, set every cell ablaze, bask in the roaring cheers of post-victory triumph.
Race Through Life At Full Throttle Ignite Your Competitive Fire
FREE
Not for the constraints, But for the freedom to soar.
SWM, the spirit of liberation, designed to roam.
Break free from the ordinary, unleash your true potential,
experience the endless horizon, where possibilities are limitless.
Break The Chains, Follow Your Own PathLive Life Unbound
