We intend to become the only choice of scooter for affluent consumers: Apoorva Saigal

Italian automobile manufacturer has been present in the Indian market for around two decades now. Its iconic scooter, Vespa, has completed 10 years in India. Piaggio has also ventured into the three-wheeler market with its innovative line of vehicles. The Piaggio MP3, introduced in 2006, is a three-wheeled scooter that offers enhanced stability and safety compared to traditional two-wheeled scooters. The company’s commercial vehicle division produces light commercial vehicles and delivery vans, catering to various transportation needs.

Over the years, Piaggio has expanded its operations globally, establishing manufacturing facilities in countries like Vietnam, China, India, and Spain. The company has a strong presence in Europe and Asia and continues to develop innovative solutions in the realm of urban mobility.

In conversation with Adgully, Apoorva Saigal, Head of Corporate Communications and 2 Wheeler Marketing, Piaggio Vehicles Pvt Ltd, shares about their growth, media mix strategy, brand communication strategies and the journey of Vespa.

What kind of growth has Vespa seen over the years?

From its early days on the streets of Italy to its global success, Vespa has left an indelible mark on the world. Since its inception, the Vespa has always stood for a unique and distinctive lifestyle, modernity, and zeitgeist, wrapped in legacy and luxury with a passion to embrace the future. Today, the brand is rapidly progressing to a massive 1 billion euro evaluation while seamlessly defining the design trends for over 7 decades.

In India, the world’s favourite scooter has completed a decade, and we are delighted with the icon it has become in the country. The Vespa range in India is differentiated, with the inclusion of special editions and multiple design languages, amplifying the exclusivity of every single version and different aesthetic elements to satisfy each customer’s taste.

Over the past decade, we have widened our portfolio to cater to different customers through differentiated offerings – Vespa ZX and VXL (Classic range), Vespa Racing 60s, Vespa SXL (Sports range), and the latest addition of the Vespa Dual. Every variant tells a different story and is created for the riders of today – the dreamers, go-getters, innovators, and explorers.

Our customers are discerning, well-travelled and well-spoken, which means it is not only how things look and feel that matters to them, but also the stories behind them that make them more precious. For them, their Vespa is the enabler and the enhancer of experiences, the coolest way of amplifying journeys.

What is your USP? What makes consumers opt for Vespa over any other two-wheeler brand?

The Vespa is an absolute luxury and lifestyle offering from the Italian auto giant, Piaggio Group. It is the essence of an Italian lifestyle, of irreverent spontaneity, and living to the fullest. For years, Vespa has won over entire generations with its charisma that transmits freedom and its unconventional style. In its intense history, Vespa has been the protagonist of cultural and social revolutions, musical and custom movements, cinematic films, works of art and songs. 

It has dictated fashion and trends and it has transcended frontiers to conquer the entire world, an icon of unique design. There is so much regard for Vespa and what it represents, that Financial Times was quoted saying, “A Vespa is part of your wardrobe, not garage”.

Any customer who comes into our stores, knows they want a Vespa and nothing else!

What are the distribution strategies for Vespa as well as the media mix strategies?

Our media mix strategy is divided into Digital, PR, Association led, and Experiential. Our target audience is always on-the-go digital natives that are looking to resonate with the brand through shared experiences. Hence, our associations are with partners who reach the right audience by telling the Vespa or Aprilia story.

For example, we have partnered with Elle magazine to curate interesting and engaging content throughout the year for Vespa, which will be consumed both offline and online. We also did some engaging activations at the Times Fashion Weeks for Vespa in Pune and Mumbai that resulted in great digital conversations for the brand while engaging audiences on the ground at the event. Likewise, we are also leveraging the maiden Indian MotoGP for Aprilia to reach newer audiences and also put out fun content for existing fans. This year, Vespa and Aprilia will see some unique marketing come to life!

What are the upcoming plans and marketing campaigns in 2023?

As mentioned, there is a Vespa for every customer and we are consciously re-aligning brand communication and imagery that amplifies the exclusivity of every single Vespa variant.

We believe there is a need for scooter segmentation in India, in the same way, there is a definite segmentation for motorcycles. India still lacks the scooter segmentation that is seen in developed markets around the world where scooters have been segmented based on their performance, features, and value. Going ahead, our marketing strategy will be distinctly centered around creating and promoting the luxury scooter category for Vespa in India to ensure it is properly elevated from the mass and commuter segment. We are doing this with highly credible luxury and lifestyle-conscious partners, and you should look forward to some great content and event co-creations for the brand throughout the year.

We are also deploying some unique strategies to ensure the right visibility for the brand. To give an example, we unveiled the new Vespa Dual Tone at a Fashion show rather than opting for the traditional two-wheeler launch. This successfully helped reach the right audience and further push the lifestyle proposition for the brand.

How has the journey of Vespa been and what are the brand communication strategies?

Vespa is celebrating its 77^th year in the world and will continue to narrate its story on self-expression, modernity, and zeitgeist. In the next decade, we intend to shift our gears to further establish our influence and become the only choice of scooter for elite and affluent consumers. As part of our strategic plan, we will work on Repositioning, Brand & Product Experience, and Customer Delight.

We, thus, concentrate all our efforts on giving affluent Vespa customers an opulent brand experience in India. Our marketing plan will also be clearly focused on boosting the Vespa brand above the commuting class by developing and promoting a luxury scooter category.

What are the key marketing trends that you are seeing in 2023?

Marketing is evolving exponentially across various sectors. Trend mapping is key to staying relevant amongst our customers. The marketing trends for 2023 include:

Increased use of AI and automation: With the growth of digital marketing and the availability of data, AI and automation will become more prevalent in the marketing industry. Marketers will rely on AI tools to analyse data and develop insights to better target customers.

Increased adoption of immersive technologies: Immersive technologies such as augmented reality (AR) and virtual reality (VR) are likely to become more prevalent in the marketing industry. These technologies allow brands to create unique and engaging experiences for customers, which can help them stand out from the competitions.

Focus on personalised marketing: In order to stand out from the competition, marketers will need to focus on delivering personalised experiences to customers. This will involve leveraging data to understand individual customer preferences and tailoring marketing messages to those preferences.

Greater emphasis on video marketing: Video marketing has already been growing in popularity and this trend is likely to continue. As more people consume content on their mobile devices, short-form video content will become increasingly important for marketers.

Rise of influencer marketing: Influencer marketing has already become a popular strategy for many brands, and this trend is expected to continue. In India, micro-influencers are likely to gain more popularity as they are seen as more relatable and trustworthy by their followers.