The Piaggio Group has a broad expansion plan throughout Latin America.
The Piaggio Group, the only motorcycle manufacturer missing from the Brazilian market, arrives in the country with two of its main global brands: Vespa and Piaggio. The company's perspective is to reach a market share of over 10% in the two-wheel sector in the next five years, which would give it third place in motorcycle sales, behind only Honda and Yamaha.
The group's objective is to make Brazil one of the automaker's four largest global businesses. To this end, it will create an industrial park capable of supplying the entire local market, nationalizing motorcycle production. Only initially will motorcycles be imported. In addition to supplying the national market, the Brazilian unit will be able to export motorcycles throughout Mercosur.
Vespa and Piaggio will once again be produced and sold in Brazil
The operation begins to be structured in the second half of 2016, through Asset Beclley Investments Management, Piaggio's official representative in Brazil, with the power to appoint dealers, manufacture and distribute the scooters.
“We are bringing to Brazil the Piaggio Group, a market leader and pioneer in the global scooter segment, which began with the Vespa in 1946 in Italy. It is one of the only internationally relevant motorcycle manufacturers that was not yet present in the country,” said Santo Magliacane, partner at Asset Beclley.
According to the executive, the company wants to take advantage of the potential of the premium and scooter sectors as a strategy to enter the national market. In 2009, the scooter and motorbike segment accounted for 18% of the total number of motorcycles. Last year, it reached a 30% share rate, with more than 300 thousand units sold, which represents an increase of more than 60%.
