Piaggio to launch new commuter scooter in India blending Italian style & local features
Piaggio Vehicles is preparing to enter India’s high-volume commuter scooter segment with an all-new model designed to merge Italian styling with features suited for local conditions. The upcoming product, currently in the conceptual phase, will be positioned at around two-thirds the price of the Vespa and will launch under a separate brand.
Targeting a Wider Market
The company’s current scooter portfolio in India is anchored by the Vespa, a premium product priced above Rs. 1.2 lakh. The new commuter scooter aims to attract a different customer base in rural and smaller city markets, where affordability and practicality take precedence over exclusivity. Piaggio intends to leverage its experience in the mass three-wheeler sector to address pricing challenges in the competitive six-million-unit annual commuter scooter market.
New Brand, Expanded Reach
Unlike the Vespa, which will remain a standalone premium brand, the commuter scooter will be marketed under a new identity. The existing dealer network catering to Vespa in Tier-1 cities may be partially used but Piaggio plans to expand into rural, Tier-2 and Tier-3 regions to build a dedicated sales and service presence for the new product.
Manufacturing and Export Plans
Piaggio will tap into its established supplier base in India to ensure competitive pricing for the commuter scooter. The company is also eyeing exports to markets such as Africa, Turkey and other global destinations.
A Return to Mass Scooter Space
This move marks a return of sorts for Piaggio, which was once a strong contender in India’s mass scooter market through its partnership with LML in the 1980s and 1990s. Following that era, the company focused on three-wheelers before re-entering the two-wheeler space with Vespa and Aprilia models.
Backed by Global Strategy
Piaggio Group’s global leadership views India as a strategic hub for vehicles and components, with a strong emphasis on expanding its presence in the commuter scooter space. While premium models like the Aprilia RS 457 will remain central to the brand’s image, the commuter scooter is expected to play a key role in boosting volumes and market share.
