Almost a decade after rolling out Vespa in its solo avatar, Europe's biggest two-wheeler maker is content with its premium play in India. Piaggio's chairman and managing director talks about the Italian brand's strategy, electric plans, and what it takes for any foreign brand to succeed in India
Diego Graffi, chairman and managing director of Piaggio India
In 2012, when Europe’s largest two-wheeler maker Piaggio relaunched Vespa for the third time in India—this time in a solo avatar—consumers were expecting an average Joe. Well, one cannot blame them to be consistent in their expectations. During 1960s and 1980s, the Italian automaker had tied up with Bajaj and LML, respectively, to give Indians what they aspired for: A no-frills, affordable and durable scooter.