To guide our readers to discover the Italian excellence that shine on international markets, we created the “Italian Icons of China” series. Through exclusive interviews, we tell vision stories, strategy and success, offering precious ideas both to the great multinationals and to SMEs and entrepreneurs with a look aimed at the global future.
Among these excellence, Piaggio Group stands out, worldwide protagonist of two -wheeled mobility, famous for iconic brands such as Vespa, Aprilia and Moto Guzzi, who combine Italian design, innovation and craftsmanship to revolutionize urban mobility in the world. In Asia-Pacific, the group has been able to build a solid and strategic presence, with a particular focus on Vietnam, China and Indonesia.
Gianluca Fiume, graduated in Economics and with vast international experience, leads this dynamic growth in the APAC markets. After important roles in Benetton Group and Beretta Company, he entered Piaggio in 2008 as a 2 -wheel domestic Europe market manager, then expanding his responsibilities to emerging markets. Since 2017 he has been Executive Vice President Asia Pacific 2 Wheeler, he lives and works in Vietnam with the mission of constantly promoting growth and innovation in the most lively markets in the region.
In this exclusive interview, Gianluca Fiume reveals the winning strategy of Piaggio in Asia and tells us the exciting perspectives for the future of premium mobility.
- She entered Piaggio Group in 2008 and today leads the company to a key region such as Asia-Pacific. Piaggio has been present in Vietnam for almost twenty years, where he has assumed a central role in the premium mobility sector and local industrial development, with iconic brands such as Vespa, who will celebrate his 80th anniversary next year. How would Piaggio’s path in Vietnam and what meaning has Vespa for local consumers?
Vietnam is not only a point on Piaggio’s global map, but represents the strategic heart of our activities in Asia. Seventeen years ago, the Colaninno family identified the emerging potential of Vietnam and decided to establish the first two -wheeled vehicle factory of the Piaggio Group and the first research and development center in Asia, located in Phu Tho.
This strategic choice to make Vietnam the fulcrum of our Asia-Pacific operations has been far-sighted and has consolidated a significant relationship between Piaggio and the country. Since then, the center of R&D Asia-Pacific has strengthened the link with our headquarters in Italy, celebrating Italian design and craftsmanship, elements that made us one of the few global leaders to innovate also in the business model.
With his 79 years, Vespa has always been reinvented and reinterpreted, however keeping his unique spirit intact: freedom, joy, elegance, refinement and that unmistakable all -Italian charm. The Vietnamese people, sharing the love for beauty and typical Italian design, has enthusiastically welcomed the essence of Vespa, creating a harmonious fusion that represents the combination of Italian culture and Vespa culture. On the other hand, it is precisely the Vietnamese human touch that instills that profound emotion that makes Vespa a unique icon of its kind.
- Piaggio continues to have great success in Vietnam, becoming synonymous with quality, style and innovation in mobility. What key factors do you think have contributed to building and consolidate this success in such a dynamic market?
Our “Spotless Strategy” represents the guideline that focuses on fundamental values: attention to the person, product quality, long -term vision and dedication to customers. Our task is to combine technology, engineering and emotion to create distinctive and engaging products. It is an endless path, aimed at arousing wonder and pleasure in those who follow us, stimulating the desire to want more and more. Every day we work to continuously improve, innovate and give people to people, always keeping the customer at the center.
For us, the market is not only a space to do business, but a conversation – a dialogue made of emotions and stories that Piaggio and our iconic brands share with people. Our goal is to dialogue with as many people as possible, transmitting the refined, fascinating, passionate and energetic essence of Italian design. We don’t simply compete, we do it with passion. This passion is the engine that pushes us to bring emotions of beauty, joy, freedom and surprises, and it is our strength and basis for development.
In Piaggio we consider “people” like our fifth brand, together with the four iconic (Vespa, Piaggio, Aprilia and Moto Guzzi). People are the heart of our personality and company DNA: we welcome employees, partners, suppliers, public bodies and, above all, the customers, who make everything possible by embodying the values expressed by the Italian symbol: freedom, happiness, smile, joy of life and love for beauty.
- Looking at the entire Asia-Pacific region, what do you think are the main trends that are transforming the mobility market on two wheels, and what strategies is adopting the Piaggio group to seize these new opportunities?
In the vibrant scenario of Asia Pacific, the growth of a prosperous middle class and urbanization processes push the demand to vehicles that combine refined aesthetic and represent a modern lifestyle. The iconic products of Piaggio respond perfectly to this request, offering a sophisticated driving experience and a sense of social distinction.
Although Vespa is almost 80 years old, his spirit is always young. We constantly renew the range, keeping the symbol in step with the times and faithful to its distinctive qualities: typically Italian freedom, joy, elegance and sophistication. We work with an incessant commitment on innovation and customization to transform our means from simple transport vehicles to unique expressions of the owner’s personality, inviting users to a journey of possibilities and creativity, in tune with the spirit of our brands. We create and spread a Vespa lifestyle, where our fans know how to enjoy life, appreciate beauty and dare to be yourself.
With a 140 -year -old story, Piaggio Group remains faithful to his mission to meet the most advanced needs of mobility and the evolving preferences of customers, committing himself to guaranteeing high quality, stylish and sustainable products, in line with our heritage and market aspirations.
- With the growing attention in Asia to electric and sustainable mobility, what role will the electric models of Piaggio and Vespa play in your growth strategy for the Asia-Pacific region?
Piaggio is a pioneer in the two -wheeled vehicle industry globally: in 2018 we launched Vespa electric, our first fully electric scooter, perfect synthesis of the iconic Vespa design and advanced innovation. In 2021 Piaggio 1 arrived, an electric scooter designed for urban mobility and mainly addressed to young people.
We are aware of the growing importance of electric vehicles, especially in Southeast Asia, and we are intensifying studies and investments in this area, with the aim of offering the best driving experience to our customers in the region.
At the same time, Piaggio Group adopts a sustainable approach that considers the entire life cycle of the products, from the design, supply of materials, production, use up to disposal, to guarantee a reduced and responsible impact.
- Speaking of the Asia-Pacific market, China remains a very dynamic market. Every year the Corradino D’Ascanio prize, dedicated to the founder of the Vespa and promoted by the Abruzzo association in China, celebrates Italian excellence and Chinese investments in Italy. How important is the dialogue between Italian companies and Asian investors, in particular Chinese, to encourage mutual development?
The Chinese market has a crucial role in the global strategy of the group, and initiatives such as the Corradino D’Ascanio Prize testify to Piaggio’s profound commitment to China. These events aim to build an increasingly narrow and significant link with Chinese consumers.
China’s potential is enormous, and more and more consumers want to express their individuality through iconic products, perfectly in line with the philosophy of Italian brands, including Piaggio Group.
As an industrial leader with a rich story and experience, we will continue to offer high quality products and services to Chinese consumers, so that they can live and appreciate the unique charm of our brands.
- What suggestions would it give Italian companies that want to approach Asia?
When Italian iconic products arrive in Asia, they must not only transmit functionality, but also the emotions and aesthetics that define Italian design – an harmony of purpose and beauty that speaks directly to Asian consumers.
Asian markets are young and dynamic, and understanding local behaviors is essential. Often this means differentiating the offer, proposing both entry-level products and premium with a high level of customization.
Personally, I often tell the Piaggio experience in Vietnam to stimulate the interest of Italian companies in this region. In Vietnam, with the Vespa brand, we adopted a unique approach based on emotional connection and craftsmanship, creating a legacy that exceeds generations and arouses a profound appreciation for the lasting attractive of the brand.
Edited by: Avv. Carlo Diego D’Andrea, vice president of the European Union Chamber of Commerce in China
