Piaggio's people-centric approach key to success

This strategy has sustained the brand’s significant presence in Vietnam for 17 years and earned Gianluca Fiume, president of Piaggio Asia-Pacific and general director of Piaggio Vietnam, a medal from the Ministry of Planning and Investment. Piaggio's strategy and significant investment in the Vietnamese market date back to the brand's earliest days in the country, marked by the crucial decision to establish Vietnam as its headquarters in Asia.

"At that time, Piaggio Group decided, while opening the first two-wheels factory and the first research and development centre in Asia, to make Vietnam our headquarters in Asia," Fiume stated. By making this choice, Piaggio not only reinforced its commitment to Vietnam, but also set itself apart from other foreign companies, demonstrating its vision in recognising Vietnam as the pivotal centre for its regional operations.

Fiume reveals that the decision was driven by many aspects: the trends, dynamism, vibrant energy, digitalisation, and increasing purchasing power of the Vietnamese people, which made Vietnam an important market for Piaggio. Furthermore, Piaggio’s iconic products align perfectly with the local demand for a sophisticated riding experience and a sense of social distinction. "It's not just a foreign direct investment. It's our life connected very much with the life of the country that Vietnam represents."

The success of Piaggio Vietnam over the past 17 years can be attributed to its unwavering commitment to investing in its people. This People-centric approach not only nurtures talent but also fosters a culture of innovation and resilience, awakening these emotions within the team. It creates an environment where employees are empowered to go the extra mile, fostering Piaggio’s sustainable growth.

"The very first thing which I care about, first and foremost, is the development of each individual belonging to my organisation, which will consequently nurture the growth of our organisation as a whole. Everyone not only needs to understand why they are doing their job, but they must also participate in the dream of our organisation, which is to live, to live with our DNA, in our modality of set of colours, to be ourselves," said Fiume.

This focus on people is particularly evident in Piaggio's factory at Vinh Phuc province, where Fiume's leadership philosophy comes to life. "The best standard we have in Vinh Phuc is our people, who I call my heroes," Fiume explained. "Besides the essential elements for any business models, the so-called '5Ps', Product, Point of Sale, Promotion, Price and Position, we also treasure the 'sixth P' - our People, who have made the distinguished emotional value of Piaggio Vietnam."

"We have consistently invested in upgrading the technology and sophistication of our factory in Vinh Phuc," Fiume noted. He highlights that the true value of the factory lies not just in its state-of-the-art equipment, but in the people who operate it. He emphasises that the factory's assets aren't just in its advanced machinery, but in the people who bring it to life. What truly stands out at Vinh Phuc Factory is the human touch: people manufacture Piaggio products with genuine smiles, fully aware that they are contributing significantly to the organisation’s success.

This dedication to people is also reflected in Piaggio's approach to long-term development goals. "To delight, entertain, and wow our supporters. Because our iconic brands are filled with these emotions, of these feelings. That's why, at Piaggio Vietnam, we consider ourselves belonging to the industry of emotion," Fiume explained. For Piaggio, the goal is to make this vibe and emotion resonate throughout its ecosystem. Piaggio Vietnam’s Spotless Strategy is evident in every corner of the company–from cultivating strong relationships with customers and stakeholders to prioritising the growth and development of its employees.

Looking ahead, Piaggio Vietnam remains focused on upholding and enhancing its standards to ensure growth in both quantity and quality. This strategy goes beyond creating advanced, beautifully designed two-wheelers; it also involves embedding the brand's DNA and customer-centric approach into every aspect of the business.

The recognition from the Ministry of Planning and Investment serves as a testament to the success of Piaggio's strategy in Vietnam. Furthermore, Piaggio Vietnam has been awarded the prestigious HR Asia Award 2024 for the sixth consecutive year, recognising the company as one of the Best Companies to Work for in Asia. For Fiume, these acknowledgements are also a reminder of the work that lies ahead. "Our potential is infinite because of our story, the way Vietnamese people regard our brand, and their deep connection to our brand's DNA. It's been a fantastic journey."

Ultimately, it is the people, both within Piaggio and throughout Vietnam, who drive this journey forward. As Fiume emphasises, "Today, the market conditions are asking, requiring, and imposing on us to change, and to change fast. You need to invest in people."

By empowering individuals to participate in different business aspects, stay informed, and go the extra mile, Piaggio ensures that its people are not just part of the process, but at the very heart of its success. This commitment to investing in people, delivering 'Spotless' products and services accompanied by authentic emotional narratives will continue to guide Piaggio Vietnam towards a thriving future.

Gianluca Fiume, general director of Piaggio Vietnam: “People are the heart of Vespa Vietnam” In a recent interview, general director of Piaggio Vietnam and president of Piaggio Asia-Pacific Gianluca Fiume emphasises the pivotal role of company strategy as its Vespa brand celebrates its 78th anniversary.

Architecting the future with emotion and creativity In February, Piaggio Vietnam received a new investment certificate from Vinh Phuc authorities for factory expansion in 2023-2024. Gianluca Fiume, president of Piaggio Asia-Pacific, explained to Hoang Minh why this move and other investments illustrate the importance of Vietnam in the development strategy of Piaggio Group.

Piaggio Vietnam honoured by General Department of Vietnam Customs Piaggio Vietnam has been recognised with the designation of the Authorised Economic Operation (AEO) by the General Department of Vietnam Custom, in compliance of international trade standards and high level of business ethics.