In Shops

EXCLUSIVE INTERVIEW with Piaggio Group

Piaggio

MotoPlex stores are designed to offer customers an all-embracing perspective with technical and lifestyle vehicle merchandising, as well as retail accessories and riding gear.

More than a retail experience, it also encourages customers to relax and enjoy a moment of entertainment and fun in the lounge area. The Group has already rolled out around 300 MotoPlex stores internationally among the main cities including New York, Tokyo, Milan, London, Vienna, Sydney, Bangkok, Jakarta and Bali etc.

SEE ALSO : EXCLUSIVE INTERVIEW with Lamborghini: “expect the unexpected”

Spreading across more than 3,000 square feet in To Kwa Wan, MotoPlex Hong Kong is the Group’s first concept store in the city and the official distributor of Piaggio, Vespa, Aprilia and Moto Guzzi.

Designed according to Italian aesthetics, the 3,000-square-feet space is divided between exhibition space for the four brands and a service area where the vehicles and accessories showcase establishes what it is that makes Piaggio Group’s premium brands so special. Staffed by well-trained motorcycle technicians and mechanics, MotoPlex Hong Kong offers superior customer service and access to a range of high quality spare parts. Not only that, MotoPlex Hong Kong also introduces the lounge concept to the motorcycling industry, providing a space where two wheel aficionados can relax and admire the scooters and bikes.

Piaggio 4
Source : Piaggio Group

The new two-wheel destination creates an elevated automotive retail experience
For Piaggio Group, the launch of MotoPlex Hong Kong marks a momentous occasion and remarkable milestone, as it becomes the first MotoPlex in Hong Kong. Mr. Gianluca Fiume, Executive Vice President Asia Pacific 2 Wheeler cum Chairman & General Director of Piaggio Vietnam said, “Hong Kong is one of the most vibrant cities in the world. I would like to thank the distributor for introducing this global concept of MotoPlex to the dynamic landscape of Hong Kong. It is indeed our pleasure to showcase Piaggio’s most premium brands in Hong Kong under MotoPlex concept.”

MotoPlex stores introduces the passion of Italian biking all under one roof by offering an exciting overview of the entire Piaggio Group, reflecting the Group’s innovative vision and a unique experience. Mr. Fiume continued “The opening of MotoPlex Hong Kong marks a milestone in the rapid strengthening of the distribution network of the Group. We have seen great success with the MotoPlex concept globally and we’ve been looking for the right moment to introduce the MotoPlex concept – a one-stop automotive retail experience which suits the taste of high-net-worth individuals. This concept will be a great fit for Hong Kong market and in line with the Group’s global expansion plan.”

“We are very proud to showcase all of the premium Piaggio Group brands, including Vespa, Piaggio, Aprilia and Moto Guzzi, under one roof at MotoPlex Hong Kong. Together with the international culture in the city, MotoPlex Hong Kong brings a fascinating and unique motorcycling experience with Italian authentic taste, style, heritage and technology to two-wheel lovers,” said Gary Yip, Managing Director of MotoPlex Hong Kong. “We are committed to serving our local scooter riders with the same passion and dedication that we’ve shown our motorcycle riders in our 3,000-square-foot concept store complete with service area that is staffed by highly skilled two-wheel technicians.”

100 riders join the MotoPlex Hong Kong Community Ride, celebrating its grand launch
In celebration of MotoPlex Hong Kong’s grand launch, a community ride to Hong Kong Disneyland for 100 Vespa, Piaggio, Aprilia and Moto Guzzi riders will be held on 28th January 2018. Participants will also be able to enter a lucky draw, with ten top prizes of HK$3,000 that can be used when purchasing new bikes at MotoPlex Hong Kong.

Retail in Asia had the chance to meet Mr. Gianluca Fiume, Executive Vice President Asia Pacific 2 Wheeler cum Chairman & General Director of Piaggio Vietnam, who was in Hong Kong to celebrate the opening of MotoPlex Hong Kong, the first showroom offering the four premium brands under the Group – Piaggio, Vespa, Aprilia and Moto Guzzi – in the city.

We asked him about Piaggio Group’s plans for Asia, and this is what we learnt.

Source : Piaggio Group

RiA :  What’s the plan for Piaggio’s expansion in Asia Pacific?

Gianluca : The Piaggio Group brand portfolio contains some of the most distinguished and historic names in the motorcycling world: these include Vespa, our over 70 years young brand created in 1946, Gilera (founded in 1909), Moto Guzzi (founded in 1921), Derbi (1922) and Aprilia, which in just over twenty years has established itself as one of the most successful manufacturers in the world Speed and Superbike championships.

The plans for Asian expansion focus on R&D. With 6 R&D centers over the world, we will  continue to focus on new product development of different product segments, not only two wheelers, but also for commercial vehicles, spare parts and accessories, in order to enrich our product portfolio to meet up ever-changing consumer needs and create a dynamic total experience for them

The new R&D Centre in Vinh Phuc, Vietnam, will develop new vehicle concepts and new engine technology with an aim to cut fuel consumption and emissions; factors which are of particular importance for Asian consumers.

Recently The Piaggio Group has entered in the Thai premium motorcycle market with the Aprilia and Moto Guzzi brands, and done so by inaugurating Motoplex Bangkok (largest flagship store in Southeast Asia and one of the most important Motoplex stores in the world), and that Motoplex Hong Kong is another fundamental asset.

RiA : In different sectors, we have observed the difficulties of profiling customers in the region because of differences across countries, especially in South East Asia. What’s the common denominator among Piaggio’s customers in the region if any? Or what are the differences?

Gianluca :  The customer profile of premium Scooters across Asia is:
wealthy and sophisticated with high consumption power,  he/she sees premium scooter as a personal taste / social status, and as a unique lifestyle – expression of freedom and pursuit of excitement. Our customers usually seek for difference and outstanding products – unique design, innovation, technological excellence, quality performance
and are familiar with the European culture and originality and authenticity associated with it.

In recent years, there has been an increasing demand for premium scooter market in Hong Kong. The average monthly salaries reached to an all-time high of HK$15,700 in the second quarter of 2017. The high consumption power will accelerate demand for luxury and premium goods. Hong Kong consumers pursue innovation, technological excellence, and fashionable lifestyle.

RiA : As you are Chairman & General Director of Piaggio Vietnam, any insight you can share about this emerging market from your experience?

Vietnam plays a key role in Piaggio Group’s growth strategy in the region. Piaggio’s Vinh Phuc industrial complex – the regional head quarter of Piaggio in Asia which employs around 800 skilled & talented people, consists of a 300,000 vehicles/year-full-capacity assembling plant, the advanced technology engine production plant and the only-Asia-based R&D center.

The Vietnam-based plants have been for development of the two-wheeler business in Southeast Asia. So far, half a million scooters have been marketed locally and abroad incl. Thailand, Indonesia, Malaysia, Taiwan, Philippines, Korea, Japan, Australia, China.

The Group set up the first two-wheeler R&D center in Asia at the Vietnamese plant to meet the strong rise in demand for two-wheelers in the Vietnamese market and in other Southeast Asian markets.

The new R&D Centre in Vinh Phuc will develop new vehicle concepts and new engine technology with an aim to cut fuel consumption and emissions; factors which are of particular importance for Asian consumers.

Piaggio 2
Source : Piaggio Group

RiA : As our readers are mainly retailers and we have been talking about automotive sector recently, what are the specificities of two-wheel products in terms of retail and customer experience?

Motoplex stores introduce the passion of Italian biking all under one roof by offering an exciting overview of the entire Piaggio Group, reflecting the Group’s innovative vision and a unique experience.

The Group has already rolled out about 300 Motoplex stores internationally, in Europe, the Americas, Oceania, Asia, and across the Indian subcontinent. Among the main cities in which MotoPlex stores have been opened are New York, Tokyo, Milan, Pune, Madrid, London, Vienna, Lisbon, Stuttgart, Sydney, Bangkok, Jakarta and Bali

Hong Kong is one of the most vibrant cities in the world. It is an exciting opportunity to launch the first Motoplex in Hong Kong market.

The opening of Motoplex Hong Kong marks a milestone in the rapid strengthening of the distribution network of the Group.

We have seen great success with the Motoplex concept globally and we have been looking for the right moment to introduce the Motoplex concept – a one-stop automotive retail experience which suits the taste of high-net-worth individuals. This concept will be a great fit for Hong Kong market and in line with the Group’s global expansion plan.

SEE ALSO : EXCLUSIVE INTERVIEW : Dane Fisher on INFINITI LAB

Retail in Asia is looking forward to Piaggio Group’s  next step in Asia Pacific.

Piaggio Group & C. S.p.A. is the largest European manufacturer of two-wheel motor vehicles and one of the world leaders in its sector. It represents the historical Italian brands Aprilia, Moto Guzzi, Piaggio and Vespa, among others internationally. Committed to mobility, Piaggio Group operates two additional business segments for Commercial Vehicles, as well as Robotics through Piaggio Fast Forward, headquartered in Boston, Massachusetts, USA.

Piaggio Group’s presence in Asia is represented by Piaggio Vietnam (PVN), Piaggio Asia Pacific (PAP), Piaggio Group Japan (PGJ), PT Piaggio Indonesia (PID) and Foshan Piaggio Vehicles Technology Research & Development. They were established in Asia to manage direct sales, and/or with the local importers.

Piaggio Asia Pacific specifically handles importers in Australia, Cambodia, Hong Kong, Macau, Malaysia, Myanmar, New Zealand, Philippines, Singapore, South Korea, Taiwan and Thailand.

Follow Retail in Asia on Facebook, Twitter and LinkedIn.

Get our top stories delivered to your inbox:

 

Stay ahead
Subscribe for free!
Register now
Stay ahead