Piaggio. In 2019 global sales increased 6%


Piaggio global motorcycles sales increased in the 2019 by over 6% with a final projection of 330.000 units (not including commercial vehicles and referring just on Piaggio and Vespa sales). Indeed, in the first nine months of the year global registrations have been 262.283 (+6.8%). North America, ASEAN and Europe have been all positive.

Global sales

Actually Piaggio models (including Vespa) are distributed in over 80 countries in the World. They include not only the two and three-wheeler scooters, but also the three-wheeler commercial vehicles, Ape, a tuk-tuk or rickshaw and a light commercial car, called Porter. Focusing on the motorcycles industry, we are reporting just of the 2 and 3 wheeler scooter, including all models sold under both Piaggio and Vespa brands. Sales of Moto-Guzzi, Aprilia and Derby are reported separately.

Said this, after the strong recovery reported in the years immediately after the 2003 IMMSI acquisition, in the last decade sales are shifting down.

In the 2012 global Piaggio sales have been 375.000 scooters (two and three-wheeler) with Europe (EU28) counting 54% of the total, while in the 2018 sales were 312.000, losing 63.000 units in the period.

The most of 2018 lost have been in Europe, which counted 49% of the total. In the home-base Piaggio is under the attack of Koreans brands, with SYM and Kymco growing up thanks to aggressive price policies, and Chinese electric producers.

However, the strategic plan to build up a solid base in Asia seems to not work. Indeed, a part India, where sales grew by 250% from 19.285 in the 20.112 to 48.632 in the 2018, in ASEAN region (where there is a plant, in Vietnam) sales declined from 79.778 in the 2012 to 60.218 in the 2018.

In the 2019 Piaggio improved global sales compared with the previous year. 2019 sales are projected at 330.000. Indeed, in the first nine months of the year global registrations have been 262.283 (+6.8%). North America, ASEAN and Europe have been all positive.

The Heritage

Piaggio is an Italian motor vehicle manufacturer, which produces a range of two-wheeled motor vehicles and compact commercial vehicles. Founded in the 1884 by Rinaldo Piaggio, the company started producing two-wheeler immediately after the II World War, launching in April 1946 the Vespa (Italian for “wasp”) a vehicles deputy to change the human mobility and become an icon for style and efficiency.


The global Vespa success arrived when in 1952, Audrey Hepburn side-saddled Gregory Peck’s Vespa in the feature film Roman Holiday for a ride through Rome. In 1956, John Wayne dismounted his horse in favor of the two-wheeler to originally get between takes on sets as well as Marlon Brando, Dean Martin, and the entertainer Abbe Lane had become Vespa owners. William Wyler filmed Ben Hur in Rome in 1959, allowing Charlton Heston to abandon horse and chariot between takes to take a spin on the Vespa.

Audrey Hepburn, Gregory Peck & Vespa
Audrey Hepburn, Gregory Peck & Vespa

In 1956, with production of the millionth Vespa scooter, Italy had its first mass-produced motorised vehicle. Taking advantage of increased cash flow thanks to the success of the Vespa, Piaggio developed other products, including the 1957 Vespa 400, a compact passenger car and in 1959 Piaggio was acquired by the Agnelli family, the owners of car maker Fiat SpA, further developing the global presence and the production. In the 1960 over 4 million Vespa had been produced worldwide! Since 2003, Piaggio Group is controlled by IMMSI, a holding company of the Colaninno family.

Actually the Piaggio & C Spa controls seven brands: Piaggio, Vespa, Gilera, Aprilia, Moto Guzzi, Derbi and Vespa, after that the owner decided to sell the current Vespa version under its own name and – in some countries -with a dedicated distribution network.