Liberty 2025-Piaggio’s new pride on its journey to conquer the Asian “fortress”

The launch of Liberty 2025 marks a significant milestone for Piaggio Vietnam, reaffirming its dominant market position in Vietnam - an Asian stronghold for the brand.

Amidst the 2008 global economic downturn, Piaggio Group remained steadfast in its expansion strategy, identifying Asia as a pivotal growth region. Among the region’s high-potential markets, Vietnam emerged as a likely gateway, offering both a favourable business environment and strong consumer affinity for Italian craftsmanship.

Recognising these advantages, Piaggio Group established its Asia-Pacific headquarters in Vietnam, positioning the country as a critical hub for regional operations and product development. Gianluca Fiume, general director of Piaggio Vietnam and president of Piaggio Asia-Pacific, reflected on this journey, saying, "Piaggio’s mission in Vietnam and across Asia is to create products that embody the brand’s unique identity and consumer appeal."

"Piaggio’s identity is built on cutting-edge design and advanced technology, setting new standards in premium mobility. Vietnam’s young, ambitious, and experience-driven consumers demand products that match their lifestyle aspirations. To meet this, Piaggio has continuously evolved, introducing iconic models that redefine urban mobility and reinforce the brand’s market leadership," Fiume added.

With nearly 17 years in the Vietnamese market, Liberty 2025 marks a pivotal transformation - the most extensive redesign in the model’s history. Engineered for a new generation of bold, style-conscious riders, this evolution encapsulates Italy’s signature dynamism, innovation, and spirit of freedom.

Liberty became the first scooter model introduced by Piaggio in Vietnam back in 2008, pioneering the high-wheel scooter segment here. Liberty has since become an essential choice for those seeking a reliable and stylish mobility solution, perfectly suited for modern urban life while still inspiring exploration and conquest. It is especially favoured by the younger generation, who crave self-discovery and the expression of their unique identity.

The latest Liberty 2025 versions, including Liberty Standard, Liberty S, and particularly the exclusive Liberty Z, all converge with the company's most optimal innovations. The Liberty Z was developed as an exclusive variant tailored specifically for Vietnamese consumers, reinforcing Piaggio’s commitment to market-centric innovation.

Most notable among the different versions is the fresh interface, whose characteristics are reflected in details such as the trendy, multitasking 5-inch LCD screen. The IGET 2025 engine delivers optimally smooth performance; ergonomically proportioned seat design. The Liberty Care policy package includes free periodic maintenance up to 19,999km.

Fiume spoke enthusiastically about how this scooter line has a balance between Italian style and Vietnamese needs. "To achieve this, we organised many surveys and received a lot of feedback to understand what Vietnamese people really want when choosing a scooter," he said.

Liberty 2025 is expected to gain momentum and make its mark on the global stage, with launch events also taking place in Thailand, Indonesia, and potentially in Europe, following its international debut here in Vietnam.

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