In an otherwise relatively bland Auto Expo in 2012, there came a few fleeting moments that brought some cheer to a lot of people in various segments. And once again this time it came from a rather unexpected quarter; it was brought about by a company on a rainy day, a company hailing from Italy with enough iconic status to send pulses racing amongst most people looking to express themselves through a distinctive style. And in came the brand that we have all adored in the middle of the past century, a two-wheeler that one associated with the budding youth, energetic enthusiasm and the wish to express one’s freedom that came with the liberation movements of that generation. We are talking about the iconic Vespa!
It was time of freedom. It was time of unexplored discovery in domains hitherto unheard of. It was time when one wore pink sleeves on one arm and yellow on the other. Remember the Andy Warhols of the generation that spearheaded the movement and splashed Joy on otherwise bland walls to bring about upheavals and made history that changed the way we live forever!
What ensued was an extremely interesting en tête à tête:
Mr CHOPRA, how are you planning to place the new Vespa?
“India is an economically upcoming country with a lot of people wanting to express their individuality in their unique way. And in this unique unprecedented movement exists a potential that lies untapped. After calculated deliberation we have decided to tap that potential and test it with the introduction of the original iconic Vespa.”
What are the expansion and growth plans as far as Vespa is concerned?
“We are planning to start production from our plant in Maharashtra. A formal product launch is planned in end February 2012. We are in the process of locating 50 odd dealerships across 30 odd cities in the country. We are ready to take on the aspirations of the country, from the youth to all ages, for people willing to showcase their aspirations and take on a truly lifestyle product!”
If you are looking at 50 dealerships, that is a lot for a new product. What kind of numbers are you expecting?
“Initially we are planning a production of 150 000 units annually. But I am very upbeat about the aspirations of the people of this country and I think that we would have soon increase it to double to 300 000 units annually within a short time!”
That sounds very ambitious for a single product. What price bracket are you looking at?
“We are not announcing any prices as of now. But this is the original Vespa, a single product, from Piaggio, by Piaggio from a wholly owned subsidiary. It is a 125 cc. But is not your regular everyday scooter. It is a Lifestyle product. So you should expect a Lifestyle pricing!”
And for such a product are you planning to take on a brand ambassador?
"I do not believe in brand ambassadors. Besides, for such a product, we do not need a brand ambassador!"
And with that Mr CHOPRA gave a disarming smile like only a gentleman of his stature can. He sounded very upbeat, full of earthy confidence. And with such a person looking after Vespa, even I am pretty confident that this superb scooter that turns eyes and hearts even half a century later would continue to do wonders.
NEW DELHI, 6th January, 2012: Piaggio Vehicles Pvt. Ltd. – the wholly owned Indian subsidiary of the Italian Piaggio Group, today unveiled the original, iconic Vespa at the Delhi Auto Expo. Vespa is a unique example of immortal design that has gone beyond a mere commuting product to become a part of social history and way of life.
The Vespa is an ageless brand that is now a symbol of a distinctive lifestyle in market after market around the world. Invented by Piaggio in 1946 as the world’s first scooter, the Vespa rose rapidly in popularity to become a loved and revered emblem of ‘made in Italy’ and ‘a new, unique way of enjoying mobility’. The Vespa is present in more than 100 countries with over 17 million units being sold since its inception.
With its Indian foray, Piaggio intends to create an exclusive, premium segment for the brand. The Vespa will be positioned as a lifestyle, iconic, timeless and ageless product that goes beyond mobility and leverages its heritage and unique values. Vespa in India will meet the aspirational needs of the fashion, style and brand conscious individuals who would like to be a breed apart. Predominantly aimed all over the world at a premium segment of consumers who are looking to own nothing but the best, Vespa will be a disruptive force in the 2-wheeler segment in India.
Vespa enthusiasts in India will have a reason to cheer as later this year the country will have its own Vespa Club that will enable them to be a part of an exclusive fraternity. In 2006, the Vespa World Club was formed that brought together 35 National Vespa club Federations and 685 Vespa clubs in the world.
Unveiling the Vespa at the Auto Expo, Mr. Ravi Chopra, Chairman and Managing Director, Piaggio Vehicles Pvt. Ltd. said, “Our foray into the Indian market activates a whole new segment of style and fashion conscious consumers who are looking for a premium, exclusive, lifestyle offering reflecting their personalities and attitudes. We would like to leverage this sizeable untapped market segment that shows tremendous potential for growth in the coming years”.
Piaggio India has set up a state-of-the-art manufacturing facility at Baramati for the production of the Vespa. The plant has an initial capacity of 150,000. The Vespa will hit Indian roads in April 2012 and will initially be available in 35 main cities.
Monday 16 January 2012
The Original Vespa from Piaggio unveiled : Auto Expo 2012
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1 comments:
Its a good news though late. Vespa should have come in to the market much earlier. The present model is a auto gear one but vespa should seriously consider launching a four stroke version of their old trusted work horse150 cc version with manual gear shifts. A four stroke/manual gear shift/ 150 cc will be a rage.
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