Are we going to see a new generation of bargain bikers?
RiDE INVESTIGATES
With the runaway success of Honda’s CB1000 Hornet and competition from China, will other manufacturers join in the price war?
Words Ben Purvis Pictures Bauer Archive
The CB1000 Hornet has transformed the market with its £9k price tag
DISRUPTOR IS AN overused word in the 21st century – all but guaranteed to appear in spiel announcing a new product. But Honda’s CB1000 Hornet has genuinely disrupted the new bike market with a performance-to-price balance that’s in a different league to those we’re used to.
It’s the most aggressive example of Honda’s new approach to bike prices since the CB750 Hornet entered showrooms three years ago. It’s also been used for the sub-£4k GB350S, and has helped Honda dealers to weather tough times in an industry that’s seen numerous outlets for other brands close.
Not only are customers happy with more affordable bikes, but dealers are too as they keep sales up; the fact Honda top the National Motorcycle Dealer Association’s satisfaction survey is little surprise.
At £9099, the CB1000 Hornet isn’t just the most affordable new 150bhp bike on the market. It’s cheap in a historical context, too. The Bank of England’s Inflation Calculator reveals its predecessors were much more expensive. A 2002 CB900F Hornet, for example, cost £6284 at launch – that’s £11,477 in 2025 terms.
“The CB1000 Hornet blew the market apart”
Rivals have reacted by slashing prices through manufacture-led incentives and dealer discounts. Suzuki have applied a £1000 dealer contribution to drop the GSX-S1000 from £11,999 to £10,999, and it’s not hard to find new examples at £9999.
KTM’s 990 Duke, launched last year at £12,999, now lists at £10,999 with some dealers offering further discounts to drop the price to four figures.
Honda’s strategy is clearly working. April’s bestselling bikes, according to the Motorcycle Industry Association, saw Honda top five of the eight classes – the NC750X was top adventure bike, the GB350S top modern classic, the CB1000 Hornet the most popular naked, the NT1100 the top tourer, and the PCX125 topping scooter sales. The PCX, NT1100 and GB350 have held those positions every month in 2025.
Paul Stroud, dealer principal at Doble Motorcycles in Coulsdon, who chairs Honda’s Dealer Council, said: “It’s taken everyone by surprise. The CB750 Hornet launch three years ago was an indicator that things were keenly priced – it was launched at £6999 – but the CB1000 Hornet blew the market apart.
“We were fortunate enough to be in Japan in November 2023 and saw what became the GB350S, and we’re blown away that they’ve managed to keep it under the £4000 mark. I wanted to see where the compromises had been made and I couldn’t find any.” Customers welcome the aggressive pricing, but lower prices also mean slimmer margins for dealers.
“By definition, the cheaper the bike, the less potential there is for profit,” said Stroud, “When the GB350S was unveiled last year at £3950, concerns were raised in the wider dealer network that the earning potential in the bike wasn’t enough to sustain the cost of running a business. I think Triumph have seen this as well [with the Speed 400 and Scrambler 400 X].
CFMoto 675SR-R: similar spec to Daytona 660 but almost two grand less
“As customers don’t want to give up their biking career as they get older, the manufacturers come up with a perfect option for an ageing demographic. But the customer who’s excited about a £5000 bike might
have a £10,000 one in his garage to trade in. That becomes a problem for the dealer network in terms of working capital. So it does present challenges.
“If Honda had come to me and said ‘here’s the new CB1000 Hornet, what do you think you could sell it for?’, I would have said £12,000 or £13,000. But they clearly know there are challenges from China and other markets. At a higher price we would have sold a few, but it wouldn’t have been the market changer it’s been, so I’m grateful Honda have the ability to see into the future.
“Honda were the equivalent to the Chinese brands 50 years ago, so know what determination can achieve.”
Are today’s low prices here to stay? There’s no guarantee, but the growing threat of increasingly credible, low-priced bikes from China means they’re likely to be a long-term strategy rather than a short-term incentive.
BEST-VALUE BIKES ON SALE TODAY
Honda’s GB350S: £3999 and flying out of showrooms
The Honda CB1000 Hornet is arguably the bargain of 2025 – with an RRP of £9099 and 150bhp on tap it’s a remarkable deal. But the SP is perhaps even more appealing – it’s £1000 more but gains 5bhp, Brembo Stylema brakes and an Öhlins shock.
Honda’s GB350S is also strong value at £3999, undercutting rival 350cc singles from Royal Enfield, and its unshakable spot atop its class sales charts shows customers are jumping on that deal.
Other machines with notably appealing RRPs include several CFMotos – the 450NK is just £300 more than the GB350S and has twice the power, while the 675SR-R sportsbike looks a bargain at £6699 and the naked 675NK more so at £6199.
Fancy something more left field? Kawasaki’s Ninja 7 Hybrid and Z7 Hybrid both cost £11,949 at launch but have been slashed to £7499 and dealers are advertising them as low as £6300 – close to half price.
But the best-value bike of all may be the one you’re looking for. Price reductions can be found across the market, particularly on pre-registered 2024 models. Haggle hard and you may be surprised at the deal you can secure.