In an otherwise relatively bland Auto Expo in 2012, there came a few fleeting moments that brought some cheer to a lot of people in various segments. And once again this time it came from a rather unexpected quarter; it was brought about by a company on a rainy day, a company hailing from Italy with enough iconic status to send pulses racing amongst most people looking to express themselves through a distinctive style. And in came the brand that we have all adored in the middle of the past century, a two-wheeler that one associated with the budding youth, energetic enthusiasm and the wish to express one’s freedom that came with the liberation movements of that generation. We are talking about the iconic Vespa!

It was time of freedom. It was time of unexplored discovery in domains hitherto unheard of. It was time when one wore pink sleeves on one arm and yellow on the other. Remember the Andy Warhols of the generation that spearheaded the movement and splashed Joy on otherwise bland walls to bring about upheavals and made history that changed the way we live forever!



Yes. You heard it right. Vespa is here! Another excellent piece of news in this Auto Expo. The Piaggio stall was abuzz with excitement in the Hall as the Vespas were unveiled with some brilliant fuchsia dominating the stage. And in the time of change and the search of newer and attractive options offered by the amazing Vespas, a man of iconic stature himself in the industry, Mr Ravi CHOPRADo not make the mistake of thinking that it is just a retro look



Text and Photos: Krishnendu/KEN

The Official Press Conference: The official press conference

NEW DELHI, 6th January, 2012: Piaggio Vehicles Pvt. Ltd. – the wholly owned Indian subsidiary of the Italian Piaggio Group, today unveiled the original, iconic Vespa at the Delhi Auto Expo. Vespa is a unique example of immortal design that has gone beyond a mere commuting product to become a part of social history and way of life.

The Vespa is an ageless brand that is now a symbol of a distinctive lifestyle in market after market around the world. Invented by Piaggio in 1946 as the world’s first scooter, the Vespa rose rapidly in popularity to become a loved and revered emblem of ‘made in Italy’ and ‘a new, unique way of enjoying mobility’. The Vespa is present in more than 100 countries with over 17 million units being sold since its inception.

With its Indian foray, Piaggio intends to create an exclusive, premium segment for the brand. The Vespa will be positioned as a lifestyle, iconic, timeless and ageless product that goes beyond mobility and leverages its heritage and unique values. Vespa in India will meet the aspirational needs of the fashion, style and brand conscious individuals who would like to be a breed apart. Predominantly aimed all over the world at a premium segment of consumers who are looking to own nothing but the best, Vespa will be a disruptive force in the 2-wheeler segment in India.

Vespa enthusiasts in India will have a reason to cheer as later this year the country will have its own Vespa Club that will enable them to be a part of an exclusive fraternity. In 2006, the Vespa World Club was formed that brought together 35 National Vespa club Federations and 685 Vespa clubs in the world.

Unveiling the Vespa at the Auto Expo, Mr. Ravi Chopra, Chairman and Managing Director, Piaggio Vehicles Pvt. Ltd. said, “Our foray into the Indian market activates a whole new segment of style and fashion conscious consumers who are looking for a premium, exclusive, lifestyle offering reflecting their personalities and attitudes. We would like to leverage this sizeable untapped market segment that shows tremendous potential for growth in the coming years”.

Piaggio India has set up a state-of-the-art manufacturing facility at Baramati for the production of the Vespa. The plant has an initial capacity of 150,000. The Vespa will hit Indian roads in April 2012 and will initially be available in 35 main cities.