World-famous and a true symbol throughout the world, the Vespa brand has recorded a valuation of more than one billion euros (1,079 million), which represents an increase of 19% compared to its previous valuation (906 million euros in 2021).
This figure is the result of a study commissioned by the Piaggio Group from global brand consultancy Interbrand on the Vespa. The study highlights the global relevance of the brand, emphasizing its global presence in terms of distinction, design, lifestyle and fun.
The term ‘iconic’ is often misused, but there is no other way to define this brand,” says Manfredi Ricca, Interbrand’s Global Strategy Director. “Vespa is a historic but evolving brand; it is deeply Italian and loved globally; it is premium but inclusive. Our evaluation work not only puts into numbers the success of this desired and sought-after brand, but also shows that Vespa can embody values such as freedom and joie de vivre, conquering new areas beyond the limits of mobility. The reach and success of the partnerships prove this.”
To assess the economic value of the Vespa brand, Interbrand used its own well-established valuation methodologies. In the financial analysis, primary data was integrated with quantitative studies derived from global market research carried out in Vespa’s 10 main markets, namely Italy, France, Germany, Spain, the United States, Vietnam, Thailand, Indonesia, China and India.
The study confirms that Vespa goes beyond the simple functionality of two-wheeled mobility, representing, at a global level, not only a means of expression within communities, but also an object of leisure and entertainment for consumers. Recent collaborations with brands such as Dior, the Disney Pixar film Luke, Justin Bieber, Lego and, more recently, Mickey Mouse have further contributed to the brand’s uniqueness.
The analysis of the 10 factors that make up the brand’s competitive strength – included in the Interbrand study – reveals that affinity and distinctiveness are Vespa’s strengths. This underlines not only the deep connection between this icon and its customers, but also its ability to create an emotional bond through highly differentiated and innovative initiatives.
The results of these analyses indicate that, in the current complex economic scenario, the Vespa brand acts as a risk-reducing element and a real business accelerator. This is further confirmed by the steady increase in Vespa’s ability to influence consumer choices in a sector traditionally oriented towards user motivations. Another significant element is the positive phase experienced by the Piaggio Group in 2022, which reached the milestone of 2 billion euros in sales, an increase of +25% on the previous year.