Piaggio India shifts focus to Aprilia, considers phasing out Vespa scooters by 2030: Sources

Piaggio India unveiled the Aprilia RS 457 at IBW 2023 with a price tag of approximately Rs 4 lakh.

In a strategic move, the India unit of Piaggio, Europe’s leading two-wheeler manufacturer, is gearing up to sharpen its focus on Aprilia motorcycles while contemplating the discontinuation of Vespa scooters by 2030.

This shift comes amidst the company's efforts to align with evolving market trends and regulatory requirements.

The Italian automaker, known for its premium offerings, is set to commence deliveries of the RS Aprilia 450 middleweight motorcycles in the upcoming fiscal year.

However, industry sources suggest a re-evaluation of Piaggio's long-term strategy concerning Internal Combustion Engine (ICE) scooters. particularly the iconic Vespa lineup.

A detailed questionnaire sent to Piaggio India spokesperson on its two-wheeler plans couldn't elicit any response despite multiple attempts made by Moneycontrol.com.

Why Vespa might be discontinued

Industry observers said that the declining appeal of Vespa scooters in recent years can be attributed to various factors, including their premium pricing, limited market presence, and the growing preference for electric scooters amidst rising fuel costs. The impact of COVID-19 further exacerbated sales challenges, leading to a significant drop in Vespa numbers, post-pandemic.

“The premium electric scooter has redefined what is 'cool'. It is not just about the style quotient but also being tech-savvy and being seen as 'responsible' and 'green'. The hot buttons for the psychographic that used to be attracted to a Vespa have evolved, whereas Vespa has not. That is the fundamental reason why the Vespa is not that aspirational any more," stated Avik Chattopadhyay, founder of brand consultancy firm, Expereal.

Introduced in the Indian market in 2012, the Vespa ICE scooter, equipped with a 125cc engine, carved out a niche for itself as a premium scooter, priced in the range of Rs 1.25-1.50 lakh (ex-showroom).

Despite its initial success, Piaggio, according to sources, is reassessing the feasibility of continuing Vespa sales beyond 2030, especially in light of impending BS-VII emission norms.

Notably, many developed countries have pledged to phase out fossil fuel burning engines beginning 2030, which includes some of Piaggio’s key markets globally.

India has set an electric vehicle (EV) sales target of 30 percent by 2030. Still, it will be home to an overwhelmingly large number of traditional ICE-powered vehicles.

In the two-wheeler segment, compared to scooters, motorcycles are expected to remain ICE-powered for an extended period of time.

Aprilia, which specialises in premium scooters and sports bikes and was taken over by Piaggio globally, was launched in the Indian market in 2016. Piaggio India unveiled the Aprilia RS 457 at the India Bike Week (IBW) 2023, poised to compete with leading models such as the KTM RC 390, TVS Apache RR 310, and Yamaha R3, with a price tag of approximately Rs 4.10 lakh (ex-showroom).

'Relaunch possible'

“Piaggio India may phase out the model in the next 3-4 years when electric two-wheeler's share becomes dominant in the overall two-wheeler market. There, however, remains a possibility that the Vespa brand may be relaunched in a completely new electrified avatar ," said a person aware of the company’s deliberations.

The Vespa Elettrica electric scooter, which was showcased at the Auto Expo 2020, however, is unlikely to be launched in India, say sources. They say the Italian brand is working on a made-in-India electric scooter.

In the interim, the company is working on strategies to roll out a 450cc Aprilia sports motorcycle, which will be built only in India and Italy for global markets," said a source requesting anonymity.

Piaggio India's response

In a statement on 14th March, Piaggio India spokesperson said, "Piaggio Vehicles Pvt Ltd. emphatically denies the information mentioned in this article regarding the discontinuation of Vespa scooters in India. Piaggio remains committed to the Indian market and continues to invest in offering a strong portfolio of premium two-wheelers under Aprilia and Vespa brands. Vespa remains a core element of our product portfolio in India, and we are committed to its continued success."