We are going to dedicate the third chapter in this series to giving a voice to our clients and distributors. After Indonesia and the Czech Republic, we offer you this opportunity to get to know the situation in Portugal.
PORTUGAL
Population: 10.64 million
Motorcycles for every 1,000 inhabitants 14
Bikes sold in 2025: 31,116 (January-August)
Best-selling brands in 2024: Honda, Yamaha, BMW, Benelli and Keeway
Diana Ferreira: “SHAD has a high level of recognition among consumers and professionals”
This time it was Multimoto’s sales director of the equipment and accessories department, Diana Ferreira, who answered our questions.
– We’d like to know a little more about Multimoto’s history. How did the company get started?
The Multimoto Group was founded in 1989 with the creation of Multimoto Motor Portugal, S.A. by four brother who decided to combine their passion for motorcycles in a single business. Multimoto currently maintains the same passion and direction as a leading company in the distribution of vehicles and accessories.
– How many points of sale do you have in Portugal?
We have 88 points of sale throughout the country, including the islands.
– When did Multimoto’s relationship with SHAD begin?
Our partnership with SHAD began around 2001/2002.
– What do you consider SHAD’s potential in your country?
SHAD is currently the number 1 brand in the Portuguese market for motorcycle cases and trunks, with a very high level of recognition among both consumers and professionals in the sector. In spite of this, we believe that the potential for growth remains high. The market continues to respond very positively to the SHAD range, and there is the opportunity to continue to expand our market share in both the touring and the adventure segments.
– What would you highlight about SHAD products?
The TERRA range is especially important in our market. It combines design, durability and innovation, characteristics that are highly valued by Portuguese consumers, particularly in the growing adventure segment.
– What sales or promotional recommendation would you make for the rest of SHAD’s distributors in Europe?
We recommend investing in clear communication about the technologies that set SHAD apart from the rest, especially in the TERRA range, and building their presence at events and in communities linked to the touring and adventure universe. It is also essential to maintain a solid, consumer-friendly distribution network with ongoing training for the points of sale.
