Piaggio 2021. China Boom Drives Up Global Performance

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Piaggio 1
Piaggio 1

Piaggio Global Sales are recovering. Year to Date September registrations at 307.936 were up 4.2% vs the 2020 and down 13.6% vs the 2019. While excluding the commercial three wheelers, sales were up 9.2% vs 2020 and 16.5% vs the 2019. China is booming.

McD tracks new vehicles registrations across the World (over 80 countries), reporting data on calendar year. When you wish to compare data reported by us to those declared by the manufacturers, consider they usually report their “sales” (vehicles invoiced), which are usually different from “registrations”, accordingly with their fiscal year split. In case of Piaggio, we do not track Porter sales.

Piaggio Global 2021 sales performance

In the 2021 Piaggio sales (including Vespa) are growing up compared with the previous year recovering the gap over the pre-covid period, while in all the South East Asian countries, the local industries are well below the 2019.

Following a strong first half, with global sales up 14.7%, the Q3 industry decline in Europe and North America penalized the brand, reducing the annual gain.

Year to Date September registrations at 307.936 were up 4.2% vs the 2020 and down 13.6% vs the 2019. While excluding the commercial three wheelers, sales were up 9.2% vs 2020 and 16.5% vs the 2019.

Total Piaggio data is penalized  by the sharp sales lost reported in the 2020 in the commercial segment in India, where actual total sales are down 54.6% vs the 2019 (with scooter improving).

Sales are really booming in China (+52%) and fast growing in Latin America (+31.5%), mainly thanks to a jump in Colombia (+122%). In Europe sales are positive (+2.3% in EU+UK and +12% in East/CIS).

Audrey Hepburn, Gregory Peck & Vespa

The Vespa 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.

vespa-1946

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.

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.

Piaggio