Vespa Now A Billion Euro Brand!

Vespa, the Italian scooter brand, has attained a valuation surpassing one billion euros, marking a 19% growth from the 2021 valuation of 906 million euros. The Piaggio Group's commissioned study by Interbrand reveals Vespa's enduring global appeal, blending Italian heritage with universal admiration.

The study highlights Vespa's strong presence in European markets and its expanding influence in the US and Asia, notably in Indonesia with the inauguration of a new plant. Affirming its status beyond a mere scooter, Vespa's global partnerships with brands like Dior, Disney Pixar, Justin Bieber, Lego, and Mickey Mouse reinforce its unique identity.

Manfredi Ricca, Interbrand’s Global Chief Strategy Officer, says, “The term 'iconic' is often overused, but there’s really no other way to define this brand. Vespa is a heritage brand, and yet it is constantly evolving; it’s quintessentially Italian, and yet globally loved; it’s premium, and yet inclusive. Our valuation work doesn’t only set into numbers the success of this desired and demanded brand - it also shows how Vespa can signify freedom and joie-de-vivre well beyond the boundaries of mobility, and into new arenas. The calibre and the success of the brand’s partnerships speak for themselves.”

Vespa currently offers 5 products, with the most expensive being the Vespa SXL 150 at ₹1,49,662 (ex-showroom). Despite their higher price, these scooters position themselves as lifestyle products with aesthetic styling and designer appeal, contributing to their successful sales.