World-renowned and a true symbol worldwide, the Vespa brand has recorded a valuation of over one billion euros (1.079 billion), representing a 19% increase compared to its previous valuation (906 million euros in 2021).
This value resulted from a study commissioned by the Piaggio Group to the global brand consultancy Interbrand about 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 used abusively, but there is no other way to define this brand,” says Manfredi Ricca, Global Strategy Director at Interbrand. “Vespa is a historic brand, but evolving; it is deeply Italian and globally loved; it is premium, but inclusive. Our valuation work not only quantifies the success of this desired and sought-after brand, but also shows that Vespa can embody values such as freedom and joy of living, conquering new areas beyond the boundaries of mobility. The reach and success of partnerships prove it.”
To assess the economic value of the Vespa brand, Interbrand used well-established evaluation methodologies. In the financial analysis, primary data was integrated with quantitative studies derived from global market research conducted in the top 10 markets for Vespa, namely Italy, France, Germany, Spain, United States, Vietnam, Thailand, Indonesia, China, and India.
The study confirms that Vespa goes beyond the simple functionality of two-wheeled mobility, representing, on a global level, not only a means of expression within communities, but also a leisure and entertainment object for consumers. Recent collaborations with brands such as Dior, Disney Pixar’s movie Luke, Justin Bieber, Lego, and most recently, Mickey Mouse have further contributed to the uniqueness of the brand.
The analysis of the 10 factors that constitute the brand’s competitive strength – included in Interbrand’s study – reveals that affinity and distinctive character are Vespa’s strong points. This fact highlights 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 reducer and a true business accelerator. This is further confirmed by Vespa’s increasing ability to influence consumer choices in a sector traditionally focused on user motivations. Another significant element is the positive phase experienced by the Piaggio Group in 2022, which reached the historic milestone of 2 billion euros in sales, an increase of +25% compared to the previous year.
