From EICMA to North America, Benelli has Arrived as Never Before

Nov 27, 2023

Frisco, TX, November 27,2023: We are thrilled, yes, thrilled, to announce a momentous first in the 100-year history of Benelli; its motorcycles are now distributed in North America by Keeway Group, co-owner and exclusive worldwide corporate manager of the Benelli brand. In short, Benelli is finally represented by Benelli in the North American markets.


Founded by the six Benelli brothers in 1911, in the seaside city of Pesaro, Italy, the original Benelli factory is now the Benelli museum, still fully owned by the brand. Originally conceived as a brand of passion, Benelli soon went racing with youngest brother Antonio “Tonino” quickly achieving many victories. Racing in Italy evolved into racing internationally, with Benelli earning two GP world championships. Every year Benelli and the city of Pesaro celebrate Benelli week, a tradition that began 13-years ago at the company’s 100th anniversary in 2011.


Keeway Group, the corporate manager of the Benelli brand, also has other brands to provide dealers a robust array of two-wheeled vehicles. Keeway’s growing complementing line of scooters and small displacement motorcycles will also be offered in the USA market, at a later date in 2024.


At November’s EICMA, the international motorcycle exposition taking place in Milan, Italy, the side by side displays of Benelli and Keeway were literally teaming with media, dealers, and consumers, from all corners of our round planet. Attendees included over 400 distributor and dealer representatives from 66 countries. With design studios in Italy and Spain, and primary manufacturing in China, Benelli and Keeway are truly international brands.


The initial 2024 Benelli models will be arriving in the USA in the first quarter of the year, with additional models arriving in the second quarter. Specifics about the models heading to North America will be made available in the very near future.


Keeway America is a wholly owned subsidiary of Keeway Group, with main offices and warehouses for distribution located in Frisco, Texas, a suburb of Dallas. We welcome powersports professionals to inquire about joining our seasoned team.