How “People of Vespa” have driven its 78 years of success?

 Piaggio boasts four prominent brands - Vespa, Piaggio, Aprilia, and Moto Guzzi - and regards “People” as its fifth brand. This concept is deeply ingrained in its operations, as the “People of Vespa” encompass all our employees, partners, suppliers, regulatory agencies, and, most significantly, Vespa’s customers. They are the cornerstone of all strategies and daily endeavors.

“To me, the market is not just a place to do business, but an ongoing conversation around the emotions and stories that people and Vespa convey to each other,” Mr. Gianluca Fiume, General Director of Piaggio Vietnam and President of Piaggio Asia-Pacific, emphasized.

‘People’ - The heart of Vespa Vietnam

With this mindset at its core, Piaggio Vietnam, notably with the brand Vespa, has adopted an unique approach for emotional connection and craftsmanship, forging a legacy that transcends generations and evokes a deep appreciation for the brand’s enduring allure.

Decades of steadfast commitment to this strategy have cemented Vespa’s reputation as a trailblazer in the realm of emotional resonance, imbuing the brand with a spirit of freedom, artistic expression, happiness, joy, and profound sentiment.

Through collaborative efforts, the “People of Vespa” have imbued each scooter with a sense of value and emotion, leaving an indelible mark on the company’s development in Vietnam. Their dedication and passion have been instrumental in fostering Vespa’s strong presence on roads around Vietnam and beyond.

Over the course of an intriguing 16-year journey in Vietnam, Piaggio has experienced remarkable growth, particularly evidenced by the significant expansion of the Vinh Phuc factory and a substantial increase in its production volume.

However, according to Mr. Fiume, it is not the deciding factor.

“People are the factor that make up our personality and brand’s DNA”, he said. “We aim to foster an environment where everyone is valued and respected while contributing to the creation of joy”.

In each and every member of our organization, this endeavor is not merely a job but a mission in delivering a customer-centric mindset to the totality of the population. It has become Piaggio Vietnam’s winning formula, with the finest craftsmanship in art and culture; an art profoundly made by the “People of Vespa”.

Consequently, when customers purchase a Vespa, they are not just buying a scooter they are investing in a narrative, a piece of artistry.

Part of the “Spotless Strategy” - Piaggio Vietnam’s winning formula.

Beside the enormous effort in the Industry of Emotion, Piaggio Vietnam has been well-known for its renowned “Spotless Strategy” implemented across all countries in the Asia-Pacific region. The “Spotless Strategy” is Piaggio’s guiding narrative, focusing on core values: Paying attention to the Individual, Product Quality, Long-term Vision, and Devotion to Customers.

Following this strategy, the company aims to combine technology, engineering, and emotions to craft and deliver the most distinctive products.

“Every day we seek relentless progress, drive continuous innovation and empower individuals,” said Mr. Fiume. “This is not a destination but a mindset for us to constantly rise and conquer new challenges.”

After nearly a decade of implementation, since 2017, the Spotless Strategy is now not just the secret to the company and Vespa’s success. It has woven itself into the spirit of Vespa, with the collective effort to reach higher standards every day.

According to Mr. Fiume, it is a never-ending journey, of which they strive to go beyond the norms to become more spotless in every aspect, from product design to customer experience.

In order to achieve that, the company gradually reflects the Spotless Strategy through every daily activity and constant encouragement to employees, so that they always feel motivated to explore and be ready to tackle challenges for self-improvement.

The spotless strategy not only gained Piaggio Vietnam the prestigious Asia Pacific Entrepreneurship Award (APEA) 2021, it also empowered the company to excel across all metrics.

Despite the challenges posed by the global pandemic, Piaggio Vietnam consistently surpassed previous records for production and business performance year after year across key markets.

After many decades, Vietnam has become Vespa’s second most-loved country, behind its homeland, Italy. There have been many Vespa fan clubs, gathering hundreds of thousands of people of all ages, genders, and geographic locations who share a common love and passion: Vespa.

As it celebrates its 78th anniversary, Mr. Fiume strongly believes that they will remain committed to continuous improvements.

“In a rapidly changing world, adaptability and an open mindset are imperative,” he affirmed.

“Tomorrow will not be the same as today. Thus, we should always keep moving forward while upholding the fundamental trajectory of customer-centric modality. Through narratives rooted in our customer approach of Delight, Entertain, and Wow, we aim to evoke a sense of joy, happiness, and beauty among our supporters, leaving them yearning for more”, he concluded.