Piaggio Vietnam recently officially unveiled the latest generation of its iconic Vespa Primavera and Vespa Sprint 2025 models at Piaggio Factory Phu Tho, where it produces the brand’s most iconic models recognized around the globe. The launch of the new Vespa models marks a new milestone in its 79-year journey of shaping refined lifestyles and celebrating the Italian art of mobility around the world.

Could you tell us about the strategic importance of Vietnam within Piaggio’s operations and future roadmap? What makes the Piaggio Factory Phu Tho especially important to you in particular and Piaggio in general?

Sixteen years ago, the Colaninno family, who hold leadership positions in the Piaggio Group, recognized the extraordinary growth potential of Vietnam and made a bold, forward-looking decision: to establish our two-wheeler manufacturing facility - the Piaggio Factory Phu Tho, and first and only Research & Development Center in the Asia-Pacific region - right here in Vietnam. Since then, Vietnam has risen to become the Group’s regional headquarters, starting a special relationship built on trust, companionship, and a long-term vision between Piaggio and Vietnam. Vietnam is not merely a dot on Piaggio’s global map, it is the strategic heart of our operations in Asia.

From the moment I arrived in Vietnam, my vision was clear: to build not only a production site but a human-centered environment where talent is nurtured, respected, and empowered. Cutting-edge technologies are seamlessly integrated across the production line, but it is the people who give each Vespa its distinctive identity - not just as a vehicle, but as a statement to convey the emotions of Delight, Entertain and Wow.

Accordingly, the Piaggio Factory Phu Tho plays a strategic role in supporting production while working hand-in-hand with our headquarters in Italy, to uphold the Italian craftsmanship and cutting-edge innovation and especially the quality assurance that defines the rich heritage of the 141-year legacy of the Piaggio Group. The factory serves all Asian regions, the EMEA, the US, and other parts of the world.

Notably, the Vietnamese people are full of potential. At Piaggio, we invest in their growth, equipping them with global skills, forward-thinking mindsets, and a sense of pride. Together, we are shaping a new standard of manufacturing, one that proudly reflects the human touch. Paying attention to individuals is not a slogan, it is one of the four core values deeply embedded in the guiding framework of all our operations in Vietnam. This foundation empowers Piaggio Vietnam to harness a distinct competitive edge, most notably its greatest strategic asset: a dedicated, cohesive Vietnamese team whose talent and commitment continue to drive transformative achievements. More than just fulfilling its role as a vital export hub, the factory proudly delivers Vespa products to the global market - each one a testament to the craftsmanship, precision, and spirit of the Vietnamese people.

Those are the reasons why we proudly consider Vietnam our “second home” and fortress in Asia for over 16 years. It is the Vietnamese human touch that infuses an emotional essence into the creation of iconic Vespa, setting our brand apart in a class of its own.

Together with thousands of dedicated individuals at our Piaggio Factory Phu Tho, we have transformed the site into one of Piaggio’s largest global manufacturing hubs. It stands as a powerful testament to our long-term vision, unwavering commitment to customer satisfaction, and deep-rooted belief in the talent and potential of the Vietnamese people.

Vespa has long transcended the role of being simply a two-wheel vehicle to become an icon of confidence, freedom, and timeless identity. How are these key factors expressed and maintained in the Vietnamese market?

During its 79 years, Vespa has always reimagined and reinterpreted and stayed true to its spirit while preserving its unmistakable identity: freedom, joy, elegance, sophistication, and an undeniably Italian charm. We don’t compete, we work with passion and happiness conveyed through a genuine, big smile. We live it, we feel it, and we let it guide everything we do.

Vespa has been beautifying all the streets of the world with its charm. Here in the vibrant Asian landscape, starting from Vietnam, there are countless scooters on the road, yet it’s the Vespa that captures your attention. For me, Vespa is far more than a vehicle; it’s an integral part of life, like choosing a favorite piece of clothing that expresses who you are. And for Vespa riders, it’s always all about the experience. They see the Vespa and feel the Vespa as a form of interaction, a platform for self-expression. And in that moment of being truly themselves - unique, special - Vespa delivers what’s in our DNA.

The spirit of Delight - Entertain - Wow extends to our products. We aim to connect and evoke the same emotion in those who appreciate our purpose through Vespa. To bring this philosophy to life, I lead with positivity, energizing my team through genuine smiles, unwavering passion, and the essence of the Italian spirit: elegance, beauty, and quality assurance. That’s Vespa, that’s Piaggio.

And the best here are all Vietnamese-made, at Piaggio Factory Phu Tho. It is the precision, craftsmanship, and spirit of innovation embodied by the Vietnamese people that empower us to create masterpieces - vehicles that carry the soul of Italian and Vietnam as they ride across the globe.

The new Vespa models mark a new chapter in the brand’s journey. When developing this new Vespa lineup, in what ways are the culture, aesthetics, and lifestyles of Vietnamese people reflected?

Two new Vespa models in 2025, Primavera and Sprint - represent distinct personalities. The Sprint, true to its name, embodies a sportier, more dynamic spirit, appealing to those who seek energy and movement. The Primavera, which means “Spring” in Italian, expresses a fresher, more elegant expression of Vespa, appealing to those who are drawn to the brand’s timeless allure. You’ll notice delicate design touches, like floral stickers, that evoke the season when nature awakens after winter.

Both models remain true to Vespa’s essence: timeless Italian design, elegance, and unmistakable identity. But they also allow riders, especially the younger generation, to choose a version of Vespa that best reflects their own emotion and style.

Rooted in the finest Italian craftsmanship and brought to life by the skilled hands of Vietnamese artisans, these new Vespa models represent more than just mobility. They embody our commitment to inspiring Vietnam’s youth to embrace individuality, innovation, and passion on every road they travel.

We have observed that Vietnamese riders, especially the younger generation, possess a strong sense of aesthetic and a growing desire for iconic vehicles that reflect their modern lifestyle. This has become a key source of inspiration for us to continuously evolve the Vespa Primavera and Vespa Sprint, aligning them with the evolving lifestyles of Vietnam’s urban youth, a generation that embraces freedom, sophistication, and a strong sense of aesthetics.

By closely observing Vietnamese youth, we have actively listened to and learned from local riders, allowing us to refine Vespa’s design, features, and brand experience in ways that resonate not only in Vietnam but across global markets.

For instance, in response to the demand for agile urban mobility, we optimized our vehicles to be more compact and maneuverable, while still preserving Vespa’s iconic character. Another emerging trend is the growing preference for youthful, personalized colors. Inspired by Vietnamese tastes, we introduced exclusive color editions that have since sparked trends in other international markets. Or through bespoke accessories like the Sport Kit, each Vespa also transforms from a vehicle into a unique expression of its owner’s personality.

More importantly, several enhancements in the Vespa models were specifically tailored for the Vietnamese market, such as refined acceleration, throttle control, and noise reduction, to better suit local riding habits while continuing to uphold our global quality standards. These thoughtful adjustments position Vespa as a top choice for discerning riders in Vietnam and beyond.

These things further emphasize that customer personalization is at the heart of our vision. These new models invite riders to embark on a journey toward greater possibilities, fueled by confidence, creativity, and the unique spirit of Vespa. And hosting the launch event for the Vespa Primavera and Sprint 2025 at our Piaggio Factory Phu Tho also strongly connects to the brand’s legacy-building journey in Vietnam and reaffirms our commitment to this market. This is more than a factory, it is a “Factory of Emotions”.

As you mentioned, today’s young Vietnamese are bold, design-conscious, and digitally-fluent, but also deeply personal in their choices. How has Vespa successfully inspired the younger generation while preserving the unique heritage and distinctive identity of the brand?

At Vespa, we craft experiences that touch your heart, beginning with design and blending into lifestyle. We constantly evolve to inspire a new generation - bold individuals who embrace beauty, celebrate individuality, and thrive in a world that never stands still.

The question is what Vespa does to inspire young Vietnamese. But in fact, it is they who inspire Vespa. We respond with a relentless commitment to innovation, to creating products that spark joy, excitement, and a sense of wonder, so that the journey of discovery with Vespa never truly ends.

Today’s Vespa models continue to embody the unmistakable essence of Italy - timeless, elegant, and iconic. But we go further by introducing Vespa customized accessories kit that allow each rider to express their individuality. Because ultimately, it is our unwavering commitment to customer satisfaction as they are the ones who shape the future of Vespa.