Vietnam at the heart of Vespa’s stylish, innovative future

Vietnam at the heart of Vespa’s stylish, innovative future

Piaggio Vietnam has unveiled the 2025 Vespa Primavera and Sprint models, marking a new chapter in Vespa’s 79-year legacy. At the launch, Gianluca Fiume, general director of Piaggio Vietnam and president of Piaggio Asia-Pacific, spoke about Vietnam’s strategic role and the company's vision for a new generation of riders.

What makes Vietnam such a strategic hub for Piaggio’s global operations?

Vietnam is not just a point on Piaggio’s global map; it is the strategic heart of our operations in Asia. Sixteen years ago, the Colaninno family identified Vietnam’s remarkable growth potential and made a decisive move: establishing the Piaggio Factory in Vinh Phuc and the Group’s first and only research and development centre in Asia-Pacific.

This bold step transformed Vietnam into Piaggio’s regional headquarters, cementing a relationship founded on trust, partnership, and a shared long-term vision – marking the start of a unique journey between Piaggio and Vietnam that continues to thrive today.

Vietnam holds a pivotal role in Piaggio’s global operations, partnering closely with our Italian headquarters to uphold 141 years of Italian craftsmanship, innovation, and uncompromising quality.

For over 16 years, we have proudly called Vietnam our 'second home' and fortress in Asia. Here, it is the Vietnamese human touch that brings the iconic Vespa to life. From the start, my vision was clear: to create not just a production site, but a people-focused environment where talent thrives.

Vietnam plays a vital role in Piaggio’s global strategy – not just as a key market but also as a source of inspiration for the Vespa brand’s future. Serving Asia, Europe, the Middle East, Africa, the US, and beyond, this factory produces the best of Piaggio, all proudly made in Vietnam.

It’s the precision, craftsmanship, and innovation of the Vietnamese people that give our vehicles a unique blend of Italian style and Vietnamese spirit as they ride across the globe.

What sets Vespa apart from other scooters in today’s market?

At 79-year, Vespa remains timeless, constantly reimagined yet always true to its essence of freedom, joy, elegance, and Italian charm. For riders, Vespa is more than a scooter; it’s a platform for self-expression, a moment to feel unique and alive.

Vespa has long added charm to streets around the world. In Asia’s vibrant cities, starting with Vietnam, you’ll see countless scooters, but it’s the Vespa that stands out. It’s not just about the scooter’s beauty; Vespa allows you to express your own. Each of us has a unique style, and Vespa helps that individuality shine.

This isn’t about competition – it’s about passion and joy, reflected in every genuine smile. It’s a way of life, a feeling that guides every action. Vespa is about creating connections and sparking delight in those who share and appreciate its purpose.

To bring this philosophy to life, I lead with positivity, energising my team through genuine smiles, unwavering passion, and the essence of the Italian spirit: elegance, beauty, and quality assurance.

How is Vespa connecting with and inspiring young Vietnamese riders?

At Vespa, we create experiences that resonate from design to lifestyle, as seen in our latest launch featuring two distinct versions: the standard and the S. This embodies our drive to innovate and deliver beyond expectations.

When asked how Vespa inspires young Vietnamese, the truth is – they inspire us. We answer with continuous innovation, crafting products that spark joy and wonder, ensuring the Vespa journey never ends.

The new Vespa Primavera and Sprint 2025 uphold Italy’s timeless elegance, while our custom accessory kits let riders express their individuality. Ultimately, our unwavering commitment to customer satisfaction shapes Vespa’s future, making every ride a personal statement.

In what ways do the new Primavera and Sprint models reflect Vespa’s brand and appeal to young riders?

At its core, our approach is about how we market, present, and design the Vespa world to evoke emotion. Think of it as a ladder: from entry-level to core range to pinnacle, each step deepens desire.

Within this world, our new Primavera and Sprint models embody distinct personalities. Sprint captures a sportier, more dynamic spirit, perfect for those drawn to energy and movement, meanwhile Primavera, which means 'spring' in Italian, offers a fresh, elegant take on Vespa’s timeless charm, highlighted by delicate floral details that echo nature’s renewal.

Both models stay true to Vespa’s essence of timeless Italian design, elegance, and unmistakable identity, while allowing riders, especially the young, to choose a Vespa that mirrors their own style and emotion.

Vespa Sprint and Vespa Primavera 2025

Personalisation is central to our vision; with bespoke accessories like the Sport Kit, each Vespa becomes a canvas of individual expression. These new models invite riders to explore new possibilities, driven by confidence, creativity, and Vespa’s unique spirit.

How is Vespa adapting to meet the preferences of Vietnamese riders?

We’ve observed that Vietnamese riders, especially the younger generation, have a keen sense of aesthetics and a rising desire for iconic vehicles that complement their modern lifestyles.

This insight has driven us to continually evolve the Vespa Primavera and Sprint, aligning them with the dynamic spirit of Vietnam’s urban youth – a generation that values freedom, sophistication, and style.

By closely engaging with Vietnamese riders, we’ve refined Vespa’s design, features, and brand experience to resonate locally and also globally.

Responding to the need for agile urban mobility, we crafted more compact, manoeuvrable models while preserving Vespa’s signature character.

Inspired by Vietnamese preferences for vibrant, personalised colours, we launched exclusive editions that have set trends worldwide.

Beyond aesthetics, we tailored technical enhancements, like smoother acceleration, refined throttle control, and reduced noise, to suit local riding habits, all while upholding global quality standards. These thoughtful innovations reinforce Vespa as the premier choice for discerning riders in Vietnam and beyond.

VIR