Vietnamese lifestyle inspires Vespa’s design

The Piaggio Vinh Phuc factory exports scooters for the entire Asian market, including the company's iconic global models.

Gianluca Fiume, CEO of Piaggio Vietnam and President of Piaggio Asia-Pacific.

Workers at the Piaggio Vinh Phuc factory.

At the launch of the new Vespa Primavera and Sprint, Gianluca Fiume, CEO of Piaggio Vietnam and President of Piaggio Asia-Pacific, discussed the importance of the Vietnamese market and Vespa's evolution over 79 years to meet the demands of young consumers.

- What role does Vietnam play in Piaggio's strategy, especially the factory in Vinh Phuc?

Vietnam is not just a dot on Piaggio's global map, but the strategic heart of our operations in Asia. 16 years ago, the Colaninno family (owners of the Piaggio group) saw the outstanding potential of the Vietnamese market and established the two-wheeler manufacturing and export factory in Vinh Phuc, locating Piaggio's first Research and Development center in Asia in Vietnam. Since then, Vietnam has become the headquarters of the Piaggio Group in Asia-Pacific.

The Piaggio factory in Vinh Phuc plays a strategic role in manufacturing and supply, working closely with the headquarters in Italy to maintain the legacy and technological advancements, especially quality control standards, the core values that have made the brand proud for 141 years. We are proud to call Vietnam our "second home" in Asia for the past 16 years. It's because the talent, spirit, and mark of the Vietnamese people have given Vespa a unique identity.

The 2025 Vespa Primavera and Sprint collection.

The launch of the 2025 Vespa Primavera and Sprint within the Piaggio factory in Vinh Phuc is particularly significant. This is the starting point for Vespa's legacy in Vietnam, affirming our long-term commitment to this potential market.

For me, this is not just a factory. It's an emotional "laboratory" where people and technology create timeless value. The first thing I did when I came to Vietnam wasn't about machinery or production, but building a humane environment. For me, the greatest value lies not in the production line, but in the people.

I don't want employees to just come to work to complete tasks. I want them to feel that they are contributing to a big dream, bringing joy, Italian style, and global quality to Vietnamese consumers. The factory in Vietnam supplies the entire Asian, European, American, and many other regions around the world. The meticulousness, craftsmanship, and innovative spirit of the Vietnamese people have helped us breathe life into Italian masterpieces, proudly rolling across the globe.

The Vietnamese people have great potential. We train them not only in skills, but also in global thinking and pride in working with Piaggio to spread connection, increase productivity, and build new standards for human-centered manufacturing. Caring for each individual is not a slogan; it's one of the four core values that shape the group's approach in all business activities in the Vietnamese market.

New color scheme of the 2025 Vespa Sprint S with the Sport Kit.

- What has helped Vespa maintain its appeal in the market?

Despite being launched 79 years ago, the spirit of Vespa remains youthful. We constantly refresh this model, keeping the icon in step with the times and carrying its unique qualities: freedom, joy, elegance, and Italian sophistication. For me, Vespa is not just a means of transportation; it's a part of life, like choosing a favorite shirt that expresses who you are.

We don't just manufacture scooters. We spread a lifestyle. A lifestyle of enjoyment, appreciation for beauty, and daring to be true to oneself, so we don't manufacture scooters to target competitors. Bringing everyone feelings of love, excitement, or surprise is what I always pursue in my career. To do that, I transmit positive energy to my team through smiles, enthusiasm, and an indispensable part of the Italian spirit – sophistication, beauty, and quality.

- What has Vespa done to inspire young people while retaining the brand's unique characteristics?

At Vespa, we don't just create products; we create experiences, and I believe that's what young Vietnamese people are looking for. An experience that starts with design and aims to touch emotions. That's why we have two Vespa versions: standard and S. The spirit of Vespa is continuous innovation, not only meeting needs but also inspiring young people who love beauty, are passionate about individuality, and live in a constantly changing digital world. I believe they always want to choose something different, to affirm their own style.

Today's Vespa models retain their Italian essence: classic, elegant, and easily recognizable. We add accessories that help customers express their individuality. Finally, the most important factor is the people, because it's the young people who are inspiring Vespa. We respond with improvements and efforts to bring new emotions to customers, so you can shape your own journey.

- What aspects of the two new Vespa models will attract customers?

We approach customers by building emotional experiences, from design and communication to user connection. From the popular, main models to the premium versions, Vespa offers experiences at each level, and the more you experience, the more you'll want to discover new things.

Primavera and Sprint are core values in our journey to redefine Vespa, creating not just a means of transportation, but also an emotional element. Because every design, every way we introduce a scooter to the market, carries special emotions. These two models have separate paths within the same Vespa identity.

Sprint embodies a sporty, dynamic spirit for those who love speed. Primavera means "spring" in Italian, representing elegance and freshness, for those who are passionate about Vespa's timeless beauty. The design details and "tone-on-tone" color schemes evoke the image of spring when nature awakens after winter.

Both models retain the spirit of Vespa: Italian design, elegance, and easy recognition. Today's youth are not just looking for a means of transportation; they want to express their personal mark through their lifestyle. At Vespa, personalization is a philosophy. Through exclusive accessories like the Sport Kit, each scooter will bear the owner's mark.

With the new Vespa line, we will continue to inspire young Vietnamese people because they have a very clear aesthetic sense and are always looking for iconic means of transportation. By observing young people, we have listened to and learned from Vietnamese consumers, refining the design and features such as acceleration, cruise control, and noise control to optimize engine performance while maintaining global quality standards. For example, based on the need for flexible movement in crowded cities, we have optimized the scooter's design to be compact and easy to maneuver while retaining the Vespa essence. Another trend is the love for youthful, personalized colors, which has led us to launch exclusive color versions originating from Vietnamese tastes that later became trends in many other markets.

We and thousands of people at the Piaggio Vinh Phuc factory have been turning this place into one of Piaggio's largest global production centers. This is a testament to our long-term vision, unwavering commitment to customer satisfaction, and belief in the Vietnamese people.