Vietnam has become a crucial strategic hub for Piaggio’s global operations, serving as the company’s regional headquarters in Asia. The Colaninno family identified Vietnam’s growth potential 16 years ago and established the Piaggio Factory in Vinh Phuc, which has since become a pivotal part of the company’s global strategy. The factory produces Vespa scooters that are exported to various countries, including Asia, Europe, the Middle East, Africa, and the US.
Vespa has remained a timeless brand, synonymous with freedom, joy, elegance, and Italian charm. The company’s approach is centered around creating experiences that resonate with customers, from design to lifestyle. The latest launch of the Vespa Primavera and Sprint 2025 models embodies the company’s drive to innovate and deliver beyond expectations. These models reflect Vespa’s brand and appeal to young riders, with the Sprint capturing a sportier spirit and the Primavera offering a fresh, elegant take on Vespa’s timeless charm.
The company has 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. In response, Piaggio has evolved the Vespa Primavera and Sprint to align with the dynamic spirit of Vietnam’s urban youth. The company has refined Vespa’s design, features, and brand experience to resonate locally and globally.
Piaggio Vietnam has unveiled its new ‘made-in-Vietnam’ Vespa models, which reflect a legacy of passion and purpose driven by the belief that mobility is not just movement, but expression. The company’s commitment to customer satisfaction and continuous innovation has shaped Vespa’s future, making every ride a personal statement. With its bespoke accessories and exclusive editions, Vespa has become a canvas of individual expression, inviting riders to explore new possibilities driven by confidence, creativity, and Vespa’s unique spirit.
Vietnam’s foreign direct investment strategy is also being reshaped to prioritize high-quality, technology-driven, and sustainable projects, aiming to boost innovation, productivity, and national competitiveness. This move is expected to attract more investments from companies like Piaggio, which has already established a strong presence in the country. As Piaggio Vietnam continues to grow and innovate, it is likely to remain a key player in the country’s automotive industry, driven by its passion for creating iconic vehicles that bring people together and inspire a sense of freedom and joy.