Aprilia RS 660 Dominates Italian Sportbike Sales in 2025 with Proven Track Performance and US Market Growth

The Aprilia RS 660 topped fully-faired sportbike sales in Italy for 2025, securing over 21% segment share alongside the RS 457, while driving 30% sales growth in the expanding US sportbike market amid MotoGP successes.

Aprilia's RS 660 has solidified its position as Italy's top-selling fully-faired sportbike for 2025, leading the segment with the RS 457 close behind and capturing more than 21% market share. This dominance underscores the model's appeal in blending accessible performance with advanced technology, boosting Piaggio Group's position in Europe and fueling 30% sales growth in the US sportbike sector, where it ranks as a key growth driver for American investors eyeing premium two-wheeler trends.

Updated: 25.03.2026

By Elena Vasquez, Senior Editor for Consumer Mobility and Powersports, covering high-performance motorcycles and their impact on global markets from enthusiast tracks to investor portfolios.

RS 660 Tops Italian Sales Charts Again

The Aprilia RS 660 finished 2025 as the best-selling fully-faired sport motorcycle in Italy, with the RS 457 taking second place. Together, they command over 21% of the segment.

This success stems from Aprilia's focus on lightweight, tech-packed bikes that thrill on roads and tracks. The RS 660 pioneered the mid-capacity sportbike revival, balancing power and usability.

In Europe, Aprilia emerged as the top European brand in this category, holding about 13% market share. The lineup stretches from the RS 125 entry model to the RSV4 flagship.

Sales data highlights the RS 660's edge: 105 horsepower from a 659cc parallel-twin, 169kg dry weight, and a six-axis inertial platform managing electronics.

Riders praise its five riding modes, shifting seamlessly from street commuting to track aggression. Adjustable traction control and ABS enhance safety without dulling excitement.

The aluminum frame and swingarm contribute to agile handling, making it a favorite for both novices and pros. This versatility drives repeat buys and brand loyalty.

Italy's market favors such dual-purpose machines, where daily usability meets weekend track days. Aprilia's strategy aligns perfectly here.

Competitors struggle to match this power-to-weight ratio in the middleweight class. The RS 660's electronics suite sets a benchmark others chase.

Track-Proven Performance Elevates Brand

Marco Bezzecchi's 1'45"129 lap at Misano on a stock RS 660 Factory during the Aprilia All Stars event stunned observers. This time rivals modified superbikes.

The bike competes in MotoAmerica Twins Cup and British Superbike's SportBike class. From 2026, RS 660s enter Superbike World Championship grids.

These racing exploits validate street performance. Stock setups deliver pro-level lap times, proving engineering excellence.

Aprilia's MotoGP surge in 2025—third in riders' standings for Bezzecchi, second in constructors with three wins—halos the RS 660. Fifteen podiums and five poles amplify prestige.

Racing tech trickles down: APRC electronics from RS-GP MotoGP bike refine the RS 660's aids. Riders feel Grand Prix precision in everyday twists.

Track success boosts resale values and attracts enthusiasts. In Italy, this translates to sustained sales leadership.

US riders note similar thrills. The bike's racing pedigree draws track-day crowds, expanding Aprilia's American footprint.

Future WSBK entry promises more visibility. Expect RS 660 replicas and special editions to follow wins.

Piaggio's investment in racing pays off commercially. Brand equity rises, pulling buyers to dealer showrooms.

US Sportbike Boom Benefits RS 660

America's sportbike segment grew in 2025, second only to motocross. Aprilia ranked fifth overall, with 30% sales jump over 2024—the highest among brands.

This momentum ties to MotoGP wins. US fans see RS 660 as an attainable slice of factory racing.

Dealers report strong demand for middleweights. RS 660's LAMS approval in some markets aids younger riders entering the brand.

Weight and power suit US highways and canyons. 105hp propels it briskly without overwhelming.

Electronics tame power for streets. Cornering ABS and wheelie control build confidence.

Aprilia's US growth outpaces rivals. Sportbikes bucked broader market softness.

Enthusiast events showcase RS 660 prowess. Track schools favor it for student progression.

Imports rise as tariffs stabilize. Availability improves, spurring sales.

American riders value Italian design. RS 660's sharp lines and ergonomics stand out.

Customization options grow. Aftermarket support emerges for US tuners.

Technical Edge in Middleweight Class

At 169kg dry, RS 660 offers superb agility. Parallel-twin delivers linear torque across revs.

Engine acts as stressed member in aluminum frame. This shaves weight, sharpens response.

Suspension adjusts for rider preference. Upside-down forks and monoshock handle bumps and corners.

4.3-inch TFT display integrates navigation, telemetry. Connectivity appeals to tech-savvy buyers.

Brakes—radial calipers—bite progressively. Steel lines ensure feel under pressure.

Fuel efficiency surprises: real-world 45mpg suits touring. Range exceeds 150 miles per tank.

Build quality shines. Fit and finish rival superbikes at half the price.

Compared to rivals, RS 660 leads in electronics integration. IMU-based aids react instantly.

Service intervals stretch to 12,000km. Ownership costs stay reasonable.

2026 color updates refresh appeal. New shades draw showroom traffic.

RS 457 Complements RS 660 Strategy

The RS 457, second in Italy, introduces A2 riders to Aprilia. 48hp, 159kg dry weight yield top power-to-weight.

New 2026 colors—Arsenic Yellow, Coral Light Blue—plus GP Replica expand choices.

Shared DNA with RS 660: aluminum frame, Ride-by-Wire, three modes, adjustable TC/ABS.

This duo ladders buyers upward. RS 457 owners upgrade to RS 660 seamlessly.

Entry model grows the funnel. Aprilia's 21% share reflects this pipeline.

Europe's A2 rules favor light, potent bikes. RS 457 excels here.

US LAMS versions open doors. Younger demographics enter premium segment.

Both models emphasize accessibility. High tech lowers barriers.

Piaggio's range strategy works. Breadth beats depth in sportbikes.

Investor Context: Piaggio Group Exposure

Piaggio & C SpA, behind ISIN DE000PIAG239, lists Aprilia under its portfolio. RS 660 sales bolster group revenues.

2025 MotoGP results and US growth signal upside. Sportbike momentum counters scooter softness.

Europe's 13% share positions Piaggio strongly. US 30% rise adds diversification.

Racing investments yield returns. Brand halo lifts all models.

Investors track Twins Cup, BSB results. Wins correlate with sales spikes.

Piaggio's IR site details financials. Product hits like RS 660 drive margins.

Global expansion targets emerging markets. US focus accelerates.

Stock tracks operational execution. RS 660 leadership validates strategy.

Volatility ties to cycles, but premium positioning aids resilience.

Long-term, electrification looms. Piaggio preps hybrid sport tech.

Disclaimer: Not investment advice. Stocks are volatile financial instruments.