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453 million euros per bike
Piaggio had the market value of its cult brand Vespa calculated. The result is impressive - especially since the amount is not lire...
453 million euros per bike
The parent company Piaggio wanted to know exactly and now had the financial value for the Vespa brand determined. The expertise of the brand consulting company Interbrand was relied upon. This used proven brand valuation techniques that incorporated a comprehensive set of parameters, market data and quantitative studies across Vespa's top ten markets. The most important factors that contributed to the overall result of Vespa's brand strength were its distinctiveness within the two-wheeler segment, the uniqueness and high recognition value of the product design, as well as its 75-year-long tradition. Overall, according to the results, Vespa plays in an area that goes far beyond mobility and addresses central needs such as self-expression and entertainment. The specifically determined brand value is a whopping 906 million euros.
High demand
"With Vespa, our partner Piaggio has developed a traditional and lifestyle brand that is very important for humanity. The Italian heritage can always be felt in the design, even if the vehicle models are constantly being further developed. Vespa has long been no longer just a scooter brand - it has established itself as an exciting mix of mobility, art, design, culture and lifestyle. The high demand and positive customer feedback shows us that Vespa continues to have a great future," comments Josef Faber, CEO of Faber GmbH and general importer of Vespa in Austria, the impressive result of the study.
In fact, hardly anything represents the Italian lifestyle better than the most popular scooter brand, Vespa: a timeless icon whose appeal inspires millions of people worldwide. In addition to its functional advantages and ongoing technical innovations, it is above all a synonym for Italian lifestyle and gives its drivers that very special Vespa feeling. After a successful 75th anniversary year in 2021, in which the 75th Special Series was presented, the Italian two-wheeler manufacturer Piaggio is happy about another significant milestone: since it was founded in 1946, more than 19 million scooters have been produced and sold.