Since the first Vespa appeared in Italy in 1946, the Vespa brand with its authentic Italian design and craftsmanship standards has captivated millions of hearts around the world with its iconic scooters. statue. 2024 is a special year when Vespa reaches the milestone of its 78th anniversary – an impressive number that shows the brand’s rich heritage cultivated by many generations and deeply inspires its transcendent appeal. Vespa time.
Mr. Gianluca Fiume, General Director of Piaggio Vietnam, President of Piaggio Asia-Pacific, especially emphasized the key role of “People of Vespa” in shaping the brand’s journey. Their companionship and passion are the driving force behind Vespa’s strong presence on the roads of Vietnam and beyond.
To honor this important milestone, Mr. Fiume shared the story behind the spirit of Vespa, highlighting the brand’s unique approach to connecting emotionally with users, along with the combination of Craftsmanship and advanced technology create authentic Italian Vespas. Most importantly, through collaborative efforts, “Vespa People” has infused emotional values into each scooter, leaving an indelible mark on the development journey of the Vespa brand in Vietnam. .
Every time it appears on the street, Vespa always stands out and has a unique appeal, becoming a symbol in the hearts of Vietnamese consumers, especially young people. In your opinion, what makes this brand so attractive to Vietnamese consumers?
Similar to other countries where Vespa has arrived, in Vietnam, this brand is always highly appreciated by its supporters because of the special emotions it brings.
Vespa’s 78th anniversary is a memorable milestone for us to look back on the brand’s journey throughout the past 7 decades, while continuing to look forward to great plans ahead. It is the spirit, appearance and combination of an icon linked to the heritage and development of Vespa in this era. More than a simple brand or product, Vespa represents emotions and brings a vivid connection to users. This car line, considered a famous symbol of Italy, has helped us reach the spirit of freedom and passion for beauty in every Vietnamese person.
What creates Vespa’s high standards and sophistication?
It is a harmonious combination of aesthetic design and product features, together creating a unique spirit of Vespa, helping users assert their own personality. With Vespa, the user is the “protagonist” and they themselves are free to express their personal identity through the world’s most iconic scooter.
In other words, the Vespa does not play a central role but is a companion of the driver. Although each person will have a different personality, they share one thing in common: the connection to Vespa to highlight their own identity. Each Vespa acts as a catalyst for users to freely express their emotions.
Each person’s emotions of love, excitement or surprise (Delight, Entertainment and Wow) are expressed differently. For us, these diverse shades are the most important element and the foundation for the continuous development of Vespa. That is also the source of inspiration that helps us make more efforts in the journey of exploiting and conveying emotions such as beauty, joy, freedom and surprises to users through scooters. station.
Known as a leading brand in building emotional connections with users, what is Vespa’s key approach to promoting the power of human creativity and the art of craftsmanship in Vietnam? Male?
What we are doing is not just doing business but also opening up conversations around the emotions and stories that people and Vespas share together, where our “Vespistas” (Vespa lovers) I really mastered the game. They can transform everything according to their own personality by being in harmony with the spirit that the Vespa brand represents: freedom, art, happiness, smile, joy of life.
With the Piaggio Group, we cherish the value of “People” as our 5th brand, besides the 4 product brands Vespa, Piaggio, Aprilia and Moto Guzzi. Vespa’s people are a community that includes all employees, partners, suppliers, authorities and most importantly, customers who play a central role in all strategies and daily activities of Vespa. we
With the strong development of Vinh Phuc Factory, what is the secret for Vespa to stimulate the creative potential of Vietnamese people?
In fact, we view Vinh Phuc Factory as a laboratory for creating emotional levels. This place has a special atmosphere, created by the people here so that they can breathe life into each product. We apply advanced and modern technology here, but that is not the decisive factor that creates the brand’s personality but the people. We always aim to create a working environment where everyone is recognized and respected when they contribute to creating unique products.
For me, these efforts are not only to fulfill my job, but also a mission to spread the spirit of “customer-centricity” to the community more deeply. This is also the secret to helping us touch the hearts of Vespistas, through the intersection of art and culture, created by the proud “Vespa People”. Therefore, when customers buy a Vespa, they are not only buying a scooter, but also participating in preserving the legacy of an artistic icon rich in storytelling.
Why did Vespa choose Vietnam as a stopover, sir?
16 years ago, Piaggio Group recognized the outstanding development potential of Vietnam, and decided to establish Asia’s first two-wheeled vehicle factory and Research and Development Center in Vinh province. Phuc. Since this decisive moment, Vietnam has been chosen as the headquarters of the Piaggio Group in the Asia-Pacific region, marking the relationship between the Piaggio Group and Vietnam. Since then, the Asia-Pacific Research and Development Center has accompanied the Group Headquarters in Italy to honor this spirit of Italian aesthetic design, helping us become one of the Multinational companies lead the trend. It is this harmony that has made Vietnam our second home and our “fortress” in the Asian region.
There are many different factors behind the decision to choose Vietnam as the regional operating center. Besides strong development potential, this place has suitable geographical and business advantages. Above all, with a similar love for the Italian symbol, Vietnamese people have warmly welcomed the quintessence of Vespa, creating a harmonious combination, clearly reflecting their very own cultural identity. of the brand. All have created a memorable 16-year journey that will continue with many meaningful milestones.
Personally, I just celebrated 7 years since my first day arriving in Vietnam. During the past seven years, I have always felt like I was living and working in my own home and that gave me a lot of positive energy. That source of energy has motivated me to continue conquering my journey.
Understanding Vespa’s great efforts in connecting emotions, we hope to explore more perspectives on Piaggio Group’s “Flawless” Strategy deployed in Asia – Pacific?
“Flawless” is our strategy focusing on core values: Caring for each individual; Product quality; Long-term vision and dedication to customers. Our role is to combine technology, engineering and integrate emotions to create complete and unique products.
With our “Flawless” strategy, we constantly drive innovation, continue to improve and empower individuals. This is not a destination but a mindset for us to constantly rise and conquer new challenges.
Is this the key to Vespa’s success, sir?
That is the spirit of Vespa, a collective effort to reach higher standards every day. This is a long and limitless journey in which we will strive to go beyond our own standards to become more perfect in every aspect from product design to customer experience.
We gradually realize the “Flawless” strategy by awakening inspiration and connection in our staff every day, so that they always feel the source of motivation to explore, and be ready. Face challenges to further improve yourself. Most importantly, we all always feel proud of this journey.
Finally, the 78th anniversary of Vespa is very special. Can you share a little about the plans and goals for Vespa’s development in Vietnam in the future?
It can be said that the Vietnamese market plays a key role in promoting the development of Vespa throughout Asia. This is where we test brand best practices before expanding across the region.
With a world full of turmoil and constant change, having an open mind and quick adaptation is especially important. Therefore, what we need to do is always move forward but still maintain the company’s core values, in which the compass is always focused around the customer. At the milestone of the 78th anniversary of the birth of the Vespa brand, we maintain our commitment to constantly improve and develop to bring the best experiences to customers. Through Vespa, we hope to connect with the community to arouse positivity, awaken their best emotions and promote their brand love even more.
Thank you for this interesting conversation!
