MUMBAI: Italy-based world's fourth largest producer of scooters and motorcycles Piaggio, is considering to introduce its legendary Vespa scooter in the Indian two-wheeler market and is planning to position it as a ‘lifestyle, iconic, timeless and ageless product'.
The company is mulling to manufacture a 125-cc gearless Vespa in India during in the first quarter of 2012 at its facility based at Baramati city in Pune district of Maharashtra and will launch the range at the auto show in New Delhi in January. A initial production of 1,50,000 units annually have been planned by the company which may also include exports.
While delivering a presentation in Milan, Chairman and Managing Director of Piaggio India, Mr Ravi Chopra said the perfect positioning and communication strategy is highly required for the sustaining the brand in the Indian market. The key was to focus on its ‘heritage and unique values'.
To start with, Vespa will be aimed for the top 35 Indian cities with exclusive dealer networks. Further, the company will expand the scooter after the proper identification of customised products for Indian market.
The gearless scooter segment in India is dominated by Honda with its Activa model and other major players are TVS Motor Company, Hero Honda and Suzuki and Yamaha is also likely to join the parade soon.
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