The Vespa LX 125 scooter will be the first model to be brought to India
It’s no news that Vespa is planning to re-enter the Indian market. We told you about the development months ago. The news is that the company is very close to launching its products in India, and seems to be hunting for a creative agency for its campaigns. Vespa brand’s owners, Italian Piaggio already have presence in India through commercial vehicles and their Aprilia brand of superbikes.
Vespa entered India first with Bajaj in the 60’s with the partnership ending in 1972. The company re-entered the market with LML later in the 80s, and created history with LML-Vespa scooters. Unfortunately, this partnership too couldn’t last for long and the two companies parted ways soon, leading to the demise of LML brand in India.
Now Piaggio plans to re-enter India with the Vespa LX125 scooter. Later, Piaggio would probably start making and marketing bigger scooters. The LX125 will be quite a premium product with front disc brakes and a fuel tank capacity of 8 liters which is quite high for a scooter. The Vespa LX 125 scooter is propelled by an engine that produces 10bhp of power and about 10Nm of torque. The company will produce the scooters from its upcoming plant in Baramati (Maharashtra) with a production capacity of 1.5 lakh units per year. Vespa targets sales of 1.1lakh units per year and revenues to the tune of 70 million Euros.
Vespa will have dedicated showrooms for the brand, and will re-start its life in India as a lifestyle product targeted initially only at the urban customer.
In order to promote the product once its ready for a roll out, Piaggio is looking for a creative agency in India. This hints at the fact that the company is quite close to launch the new product. The company plans to totally revamp the brand for the new campaign and launch it with great enthusiasm and dynamism in the coming months.