Affordable Aprilia Scooter In The Works?

Recently, at a conference call with analysts, Michele Colaninno, CEO of Piaggio Group, shared that the brand is rebooting its scooter business strategy for the Indian market, which, in all probability, will come to fruition with the launch of a new affordable scooter from Aprilia, for the Indian market. This shouldn't come as a surprise for the brand’s Baramati plant in Maharashtra, which currently manufactures the Vespa scooters and the new ₹4.10 lakh worth Aprilia RS 457; it still has the bandwidth to include another production line. 

And if you're wondering what affordability means here, the Piaggio Group CEO cited the example of the Honda Activa as the product it aims to compete within the mass scooter space. At the same, Colaninno was also specific that it would enter the big volume market not with Vespa nor with a bike, which leaves behind Aprilia as the only option, which currently has the performance-scooter duo, the SR and SXR.

(Also Read: Aprilia Launches Tuareg 660; Prices Start From A Whopping ₹18.85 Lakh)

While Piaggio had been doing okay in the commercial business with its three-wheeler products, positioning Vespa as a premium scooter brand along with Aprilia was a deliberate strategy. Since two-wheelers from both these brands are being manufactured in the country, the brand has also realised that to justify the expenditure of this production, it would also need a subsequent mass market scooter that will keep the balance sheets level. 

For this purpose, Michele also confirmed that a new team has been put in place for the R&D of this new product. "I think we have to put in place a new strategy for the two-wheeler market in India… So, I am putting in place a new organisational chart to be able to catch the opportunities in the big two-wheel vehicle market in India", he explained. "The actual management – the new management team – is just people that we have decided to put in place on the R&D," he concluded.

This new business strategy plan comes on the heels of the launch of the new Aprilia RS 457, and the company is pleased with the kind of response it has garnered in such a short period. However, an extensive service network still eludes the sports bike of great sales height it can achieve.