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Jakarta Post

Piaggio to revive the hype of Vespa once again

  • News Desk

    The Jakarta Post

Jakarta   /   Fri, June 28, 2019   /   01:08 pm
Piaggio to revive the hype of Vespa once again The 946 Emporio Armani is one of Vespa’s most famous brands. Piaggio Indonesia launched its new brand, the Vespa GTS Super 150 i-get, in the Indonesian market on 19 June. (JP/Ni Nyoman Wira)

PT Piaggio Indonesia, the local sole distributor of the iconic Italian scooter Vespa is introducing new brands and holding a number of promotional events in its effort to revive the popularity of the unique motorcycle in the country.

The company launched on Wednesday its latest Vespa GTS Super 150 i-get (Italian Green Experience Technology) ABS as part of its marketing strategy to strengthen its foothold in the premium motorcycle market in the country.

Piaggio Indonesia ‘s president director Marco Noto La Diega said the products were equipped with Italian Green Experience Technology (i-get), which could improve engine performance, boost fuel efficiency and reduce noise.

“We dedicated the latest Vespa GTS Super 150 for Vespa lovers and enthusiasts with unique, elegant and adventurous spirit to accompany their everyday ride. Vespa GTS Super is designed to help you ride with luxurious comfort.” said Marco at the launch ceremony in Jakarta. 

Established in 2011, Piaggio Indonesia sells four Italian motorbike brands in the country, namely Piaggio, Vespa, Aprilia and Moto Guzzi, at its 37 official outlets spread over several big cities.

The evolution of the new Vespa GTS is aligned with the company’s “Premium Market Roadmap Strategy” with its four pillars: product excellence,  dealer network, spare parts and accessories. 

Tracing back to its roots of Vespa's ‘big body family’, the Vespa GTS is one of the most liked two-wheel vehicles in the world.

Vespa, which entered Indonesia in the early 1950s, had become an important player in the country’s motorcycle market in the late 1970s to 1980s. However, its market share has since declined amid the growing dominance of Japanese motorcycles Honda and Yamaha. Piaggio set up its Indonesian office in Jakarta in 2011 as part of its efforts to revive its market in the country.

“There’s always been a unique exclusive connection between Italy and Indonesia. We now have more than 50,000 users. The people here understand what Vespa is, people understand the DNA for Vespa, when you recognize such fantastic versatile ground, what you do is you jump to it,” said Marco while adding that Indonesia had the second-largest Vespa community in the world after Italy.

Recently, Piaggio just opened its branch in Jatinegara, Jakarta and plans some more in the following months.

“In the future, we will continue to observe the market demand and work to provide quality products with the latest trends and technology. Therefore, we’re always optimistic to embrace premium Italian motorcycle enthusiasts by providing a premium mobility solution.” Robby, Piaggio’s spokesman, said at the same event.

According to Robby, Piaggio’s sales growth had always been above the motorcycle market growth in Indonesia, but he refused to give the exact number. According to the Association of Indonesian Motorcycle producers (AISI), total sales of motorcycles rose by about 8 percent to 6.38 million units in 2018 from 5.88 million units in 2017.

Marco said that Piaggio also planned to hold big events for the Vespa community next year to further strengthen its presence in the country. “The [Vespa] community is very important, it’s part of our strategy pillar’s advocate, also the brand evangelist of Vespa. We have always wanted to get involved in community events. We have organized several riding events in Jakarta, Bandung, Bali. Next year, we have big events for the Vespa community, it’s to be announced soon.” said Marco.

Marco added that if the time was right, the company would consider moving its factories to Indonesia.   (tkp)