'Sporty' Version of Piaggio Vespa and Disc Brake variant on Cards

The Italian brand Piaggio, which stepped into Indian market 8 months back with their iconic scooter Vespa is aiming to sell 100,000 units in 2013, but for this they have to make some changes in the premium scooter. The scooter was launched with a hefty price tag around Rs. 80,000, which results only 25,000 units in 8 months. The scooter was launched as a premium product but it missed disc brake and other features. Piaggio is now in damage control mode and they are already slashed down its price to Rs. 59,960, and now they have announced to introduce disc brakes at front and a sporty variant of the scooter.

“This could be achieved through newer versions and expanded market presence during the year,” said Ravi Chopra, chairman and MD, PVPL. “The company is contemplating a disk brake version and also a more sporty version of the Vespa during the year,” he said. The current capacity is 150,000 and the ramping up will be done progressively to achieve peak level by October 2013, Chopra added. The 'sporty' version might be a Vespa with exciting colour themes and sticker job with some add on features.

“We have already invested 30 million euros in the facility. Nominal investments would be further made for the R&D efforts to create the new variants,” he said, adding, “The Vespa sales target for 2013 is pegged at 90,000 to 95,000 units.” He said Piaggio bikes would be sharing the benefits with consumers from January. This would lower the buying cost with the ex-showroom purchase price point now starting at R59,990. In a conscious move to engage and elevate the customers to its brand worth, Vespa will now be available at this compelling value, he said.

To a specific question on the reduced New Year offer price, Chopra said, “The company has not reduced the price but optimised it based on the cost efficiencies it has achieved. The cost benefit would be between R7,000 and R8,000 depending on the taxes in different parts of the country.” According to him, within eight months of its launch in India, Vespa has garnered a warm response across the country with more than 120,000 enquiries.  

Source: FinancialExpress