Gianluca Fiume, general director of Piaggio Vietnam: “People are the heart of Vespa Vietnam”

In a recent interview, general director of Piaggio Vietnam and president of Piaggio Asia-Pacific Gianluca Fiume emphasises the pivotal role of company strategy as its Vespa brand celebrates its 78th anniversary.

What is Vespa's key approach to leverage the power of its people as well as the creativity of Vietnamese artists and craftsmanship?

To me, the market is an ongoing conversation around the emotions and stories that people and Vespa convey to each other. The main players are the Vietnamese people, who make everything possible by harmonising with the vibes that Vespa does express: liberty, art, happiness, smile, joy of life, and feelings.

At Piaggio, we emphasise that People is our fifth brand, besides the four iconic brands of Vespa, Piaggio, Moto Guzzi, and Aprilia. The people at Vespa are an ecosystem of all our employees, our partners, our suppliers, authority agencies, and most importantly, our customers, who are always at the core of our strategies and daily actions.

With the strong development of the Vinh Phuc factory, what is the secret of Vespa to explore Vietnamese creativity?

Our Vinh Phuc factory is a laboratory for creating emotions which are infused into each product. Our factory might feature the application of the most advanced technology and automotive machinery. However, it is not the deciding factor: people are the factors that make up our personality and brand’s DNA. We aim to foster an environment where everyone is valued and respected while contributing to the creation of joy.

To me, this endeavour is not merely a job; it's a mission in which delivering a customer-centric mindset has become the winning formula, fulfilling with the finest craftsmanship in art and culture. Consequently, when customers purchase a Vespa, they're not just buying a scooter; they're investing in a narrative, a piece of artistry.

Why did Vespa choose Vietnam as the brand's next destination?

16 years ago, Piaggio Group identified the emerging potential of Vietnam, and was determined to establish the first 2-wheel factory and the first research and development (R&D) centre of Asia here in Vinh Phuc. From that beginning, Vietnam was set as Piaggio Group's central hub for the Asia-Pacific region.

Ever since, the R&D centre has strengthened the bond with our headquarters in Italy, celebrating the Italian design mindset which has escalated us to be one of a few global trendsetting companies. Thanks to that collective collaboration, Vietnam has become our homeland and fortress in Asia.

There are various factors behind our decision to choose Vietnam. Vietnam offers a suitable geographic and business landscape for our industry, alongside strong potential for development. More than that, by sharing a common love for beauty and design as the Italian, the Vietnamese people have wholeheartedly embraced the essence of Vespa, creating a harmonious fusion of vibes that embodies the ethos of Italian and Vespa culture.

This April also marked the seventh anniversary of my arrival in Vietnam. Over the past seven years, I have been not only a businessman, but a people of this land, living and working in my own home. And that gives me a lot of positive energy and a source of motivation to continue thriving in my journey.

“The Spotless Strategy is not a destination but a mindset for us to constantly rise and conquer new challenges”

Could you share more about Piaggio Asia’s Spotless Strategy being implemented across the region?

The strategy is our guiding narrative focusing on core values: paying attention to the individual, product quality, a long-term vision, and devotion to customers. Our job is to combine technology, engineering, and emotions to craft and deliver the most distinctive products.

Every day we seek relentless progress, drive continuous innovation, and empower individuals. This is not a destination, but a mindset for us to constantly rise and conquer new challenges.

This strategy is the spirit of Vespa, with our collective effort to reach higher standards every day. It is a never-ending journey, of which we will strive to go beyond the norms to become more spotless in every aspect, from product design to customer experience.

We gradually reflect on the Spotless Strategy through our daily activities and constant encouragement to our employees, so that they feel motivated to explore and be ready to tackle challenges for self-improvement. Most importantly, we should always be proud of this journey.

In celebrating Vespa’s 78th birthday, can you share more about upcoming plans for future development in Vietnam?

Vietnam stands as the first and most important market in Asia, where our mission is to set the best practice in the region. Undeniably, Vietnam's market plays a pivotal role in propelling Vespa's progress throughout Asia.

In a rapidly changing world, adaptability and an open mindset are imperative. Tomorrow will not be the same as today; thus, we should always keep moving forward while upholding the fundamental trajectory of customer-centricity modality.

As Vespa celebrates its 78th anniversary, we will remain committed to continuous improvements. Through narratives rooted in our customer approach, we aim to evoke a sense of joy, happiness, and beauty among our supporters, leaving them yearning for more.

Thanh Van

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