Italian Design Icons, Piaggio Group
This article was originally published in Italian on Panorama on 25th Jul 2025.
Please note that this is a courtesy translation of the Italian language article originally published in the Panorama Magazine Issue at: https://www.panorama.it/attualita/economia/italian-design-icons-of-china-piaggio-gruppo
To guide our readers to discover the Italian excellences that shine on international markets, we have created the "Italian Icons of China" series. Through exclusive interviews, we tell stories of vision, strategy and success, offering valuable insights to both large multinationals and SMEs and entrepreneurs with an eye to the global future.
Among these excellences stands out Piaggio Group, a world leader in two-wheeled mobility, famous for iconic brands such as Vespa, Aprilia and Moto Guzzi, which combine Italian design, innovation and craftsmanship to revolutionise urban mobility around the world. In Asia-Pacific, the Group has been able to build a solid and strategic presence, with a particular focus on Vietnam and China.
Leading this dynamic growth in the APAC markets is Gianluca Fiume, a graduate in Economics with extensive international experience. After senior roles at Benetton Group and Beretta Company, he joined Piaggio in 2008 as Head of the 2-Wheeler Market Domestic Europe, then expanding his responsibilities to emerging markets. Since 2017, he has been Executive Vice President Asia Pacific 2 Wheeler, with a mission to constantly drive growth and innovation in the region's most vibrant markets.
In this exclusive interview, Gianluca Fiume reveals Piaggio's winning strategy in Asia and tells us about the exciting prospects for the future of premium mobility.
1. You joined the Piaggio Group in 2008 and today lead the company in a key region such as Asia-Pacific. Piaggio has been present in Vietnam for almost twenty years, where it has taken a central role in the premium mobility sector and in local industrial development, with iconic brands such as Vespa, which will celebrate its 80th anniversary next year. How would you describe Piaggio's journey in Vietnam and what does Vespa mean to local consumers?
Vietnam is not just a point on Piaggio's global map but represents the strategic heart of our activities in Asia. Seventeen years ago, the Colaninno family identified Vietnam's emerging potential and decided to establish the Piaggio Group's first two-wheeled vehicle factory and the first R&D centre in Asia, located in Phu Tho.
This strategic choice to make Vietnam the hub of our operations in the Asia-Pacific was far-sighted and consolidated a significant relationship between Piaggio and the country. Since then, the Asia-Pacific R&D center has strengthened the link with our headquarters in Italy, celebrating Italian design and craftsmanship, elements that have made us one of the few global leaders to innovate in the business model as well.
At 79 years old, Vespa has always been reinvented and reinterpreted, while always keeping its unique spirit intact: freedom, joy, elegance, refinement and that unmistakable all-Italian charm. The Vietnamese people, sharing a love of beauty and typical Italian design, enthusiastically embraced the essence of Vespa, creating a harmonious fusion that represents the combination of Italian culture and Vespa culture. On the other hand, it is precisely the Vietnamese human touch that instills that deep emotion that makes Vespa a unique icon of its kind.
2. Piaggio continues to have great success in Vietnam, becoming synonymous with quality, style and innovation in mobility. What key factors do you think have contributed to building and consolidating this success in such a dynamic market?
Our "Spotless Strategy" represents the guideline that focuses on fundamental values: attention to the person, product quality, long-term vision and dedication to customers. Our task is to combine technology, engineering and emotion to create distinctive and engaging products. It is an endless journey, aimed at arousing wonder and pleasure in those who follow us, stimulating the desire to want more and more. Every day we work to continuously improve, innovate and empower people, always keeping the customer at the centre.
For us, the market is not just a space to do business, but a conversation — a dialogue made up of emotions and stories that Piaggio and our iconic brands share with people. Our goal is to dialogue with as many people as possible, conveying the refined, fascinating, passionate and energetic essence of Italian design. We don't just compete, we do it with passion. This passion is the engine that drives us to bring emotions of beauty, joy, freedom and surprises, and it is our strength and basis for development.
At Piaggio we consider "People" as our fifth brand, together with the four iconic ones (Vespa, Piaggio, Aprilia and Moto Guzzi). People are at the heart of our personality and corporate DNA: we carefully welcome employees, partners, suppliers, public bodies and, above all, Vietnamese customers, who make everything possible by embodying the values expressed by the Italian symbol: freedom, happiness, smile, joie de vivre and love for beauty.
3. Looking at the Asia-Pacific region, what do you think are the main trends that are transforming the two-wheeled mobility market, and what strategies is the Piaggio Group adopting to seize these new opportunities?
In the vibrant landscape of Asia Pacific, the growth of a prosperous middle class and urbanization processes are driving demand for vehicles that combine refined aesthetics and represent a modern lifestyle. Piaggio's iconic products perfectly meet this demand, offering a sophisticated driving experience and a sense of social distinction.
Although Vespa is almost 80 years old, its spirit is always young. We are constantly renewing the range, keeping the symbol in step with the times and faithful to its distinctive qualities: freedom, joy, elegance and typically Italian sophistication. We work tirelessly on innovation and personalization to transform our vehicles from simple transport vehicles to unique expressions of the owner's personality, inviting users on a journey of possibilities and creativity, in tune with the spirit of our brands. We create and spread a Vespa lifestyle, where our fans know how to enjoy life, appreciate beauty and dare to be themselves.
With a history of 140 years, Piaggio Group remains true to its mission to meet the most advanced mobility needs and evolving customer preferences, committing to ensuring high-quality, stylish and sustainable products, in line with our heritage and market aspirations.
4. With the growing focus in Asia on electric and sustainable mobility, what role will Piaggio and Vespa's electric models play in your growth strategy for the Asia-Pacific region?
Piaggio is a pioneer in the two-wheeled vehicle industry globally: in 2018 we launched Vespa Elettrica, our first fully electric scooter, a perfect synthesis of iconic Vespa design and advanced innovation. In 2021 Piaggio 1 arrived, an electric scooter designed for urban mobility and aimed especially at young people.
We are aware of the growing importance of electric vehicles, especially in Southeast Asia, and we are intensifying studies and investments in this area, with the aim of offering the best driving experience to our customers in the region.
At the same time, Piaggio Group adopts a sustainable approach that considers the entire life cycle of products, from design, material procurement, production, use to disposal, to ensure a reduced and responsible impact.
5. Speaking of the Asia-Pacific market, China remains a very dynamic market. Every year the Corradino d'Ascanio Award, dedicated to the founder of the Vespa and promoted by the Abruzzesi in China Association, celebrates Italian excellence and Chinese investments in Italy. How important is dialogue between Italian companies and Asian investors, especially Chinese investors, today to promote mutual development?
The Chinese market plays a crucial role in the Group's global strategy, and initiatives such as the Corradino d'Ascanio Award testify to Piaggio's deep commitment to China. These events aim to build an increasingly close and meaningful bond with Chinese consumers.
China's potential is enormous, and more and more consumers want to express their individuality through iconic products, perfectly in line with the philosophy of Italian brands, including Piaggio Group.
As an industry leader with a rich history and experience, we will continue to offer high-quality products and services to Chinese consumers so they can experience and appreciate the unique appeal of our brands.
6. What suggestions would you give to Italian companies that want to approach Asia?
When iconic Italian products arrive in Asia, they must not only convey functionality, but also the emotions and aesthetics that define Italian design — a harmony of purpose and beauty that speaks directly to Asian consumers.
Asian markets are young and dynamic, and understanding local behaviors is essential. Often this means differentiating the offer, offering both entry-level and premium products with a high level of customization.
Personally, I often talk about Piaggio's experience in Vietnam to stimulate the interest of Italian companies in this region. In Vietnam, with the Vespa brand, we have taken a unique approach based on emotional connection and craftsmanship, creating a legacy that transcends generations and arouses a deep appreciation for the brand's enduring appeal.
By: Avv. Carlo D’Andrea, National Vice President of the European Union Chamber of Commerce in China and Chairman of the Board of the Shanghai Chapter，Founder and Managing Partner of D’Andrea & Partners Legal Counsel
