Architecting the future with emotion and creativity

Gianluca Fiume, president of Piaggio Asia-Pacific

What made Piaggio decide to invest another $75 million in Vietnam with the factory expansion in the northern province of Vinh Phuc?

Many years ago, Piaggio Group decided that Vietnam would be our hub for all Asian markets, becoming a trendsetter company from a business model point of view. This innovative and creative mindset has driven Piaggio Group to grow and succeed throughout its more than 130 years of history.

An interesting 16-year journey for Piaggio in Vietnam has witnessed the miraculous changes of the country, which also characterises Piaggio’s presence and achievements in Vietnam.

In recent years, Piaggio has boasted outstanding business achievements in Asia. This is a solid foundation for a new phase in our expansion strategy in Asia-Pacific. Since our transformation in 2017, our production volume has grown significantly and reached the designed production capacity that has resulted in an immediate call to invest generously for expanding Piaggio operation in Vietnam.

It also confirms the global growth strategies of Piaggio Group, which identifies Asia as the key to drive growth thanks to the rapid urbanisation in Asia and rising purchasing power which fuels demand for premium scooters in the region and other global markets.

What are the advantages in Vietnam being identified as the regional hub for Piaggio?

Piaggio has successfully pioneered in the Vietnamese market in many ways: we opened the premium market, we were the first to launch an advanced anti-lock braking system, and we have launched the most advanced solutions from a safety and eco-friendly point of view.

We have educated the Vietnamese market in a more sophisticated way of riding, which also highlights Piaggio’s commitment to invest in added-value positions and innovation processes in this country.

People are put at the centre of our trajectory and day-to-day initiatives – especially the blue-collar heroes who are working passionately every day to turn metal pieces, screws, wires, and plastics into precious jewels. Their dedication, devotion, and commitment are undoubtedly the major contributors to Piaggio Vietnam’s achievements to date.

A significant part of our upcoming investments will be directed towards people – both our people and the people of Vietnam. We will continue to treasure and empower our people, as their growth will be our key achievement as we transition into a customer-centric modality, with a constant reminder that people are our fifth iconic brand besides the Vespa, Piaggio, Aprilia, and Motor Guzzi brands. After all, people will be the ones who propel Piaggio and Vietnam forward.

Piaggio’s brands have made several changes over the past few years by creating new emotions and excitement, awakening the senses of users. How do you feel about these changes over time?

Asia is undergoing an exciting momentum from both macro and socio perspectives. The Asian population is young, curious, and eager to experiment. Asia is today and tomorrow. People here want to elevate their riding experience and accelerate their social status by owning iconic products, distinctive feelings, and emotion. That’s what our brands have to offer: emotion and value.

Piaggio’s product line-up has been strengthened in the most expressive and colourful way, triggering emotional responses and making our customers yearn enthusiastically. Piaggio Group, with over 130 years of history, is more than just a vehicle manufacturer. More importantly, we engineer emotions on two wheels through the finest Italian design and craftsmanship.

The way we see it, riding a scooter is just a vehicle to experience a range of emotions, so technically we’re in the industry of emotions. Being able to connect with consumers on that deep level is what elevates us above other two-wheeler manufacturers out there.

Finding and nurturing the talents is a great journey Piaggio Vietnam has implemented its Spotless Reputation strategy since 2017, with one of the core values being “Pay attention to the individual”. Gianluca Fiume, CEO of Piaggio Vietnam cum executive vice president for Asia Pacific 2 Wheeler, explains to VIR’s Thanh Huong that people make things happen, and that is why the company places focus on their development.