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Piaggio Group Americas Hosts 115 Dealers in Italy For Aprilia, Moto Guzzi, Piaggio And Vespa Brands

The North American group was joined by its strongest dealers across Aprilia, Moto Guzzi, Piaggio and Vespa brands, many of which carry the four brands exclusively.


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Piaggio Group Americas recently celebrated its brand portfolio and positive 2017 results with a sales conference at the Piaggio Group headquarters in Pontedera, Pisa, Italy. The North American group was joined by its strongest dealers across Aprilia, Moto Guzzi, Piaggio and Vespa brands, many of which carry the four brands exclusively. Key messages focused on 2017 sales, as Piaggio Group Americas saw growth in total sales and market share.

“There has been a lot of positive accomplishments, as well as changes within our markets,” said Mario Di Maria, President and CEO of Piaggio Group Americas, “We wanted to give an intimate look at the company, from the epicenter in Pontedera. Our network has done an incredible job supporting our brands, and in an industry that is driven by passion, there is no place where you can find greater enthusiasm for two-wheels, than in Pontedera at Piaggio Group. While their sales take place across dealerships in the USA and Canada, we insisted our network join us to see for themselves the birthplace of the class-leading models they sell, in person and in Italy.”

Takeaways for the U.S. in 2017 show PGA had an increase of 9% in the on-highway segment, with many fighting to minimize losses. In the scooter segment for 2017, Piaggio Group’s market share supported a national average of 21.3%.


In Canada, where the two-wheel market is steady, Piaggio Group saw a 7.8% increase over 2016. The scooter segment in Canada continues to trend downward, while Piaggio and Vespa brands, cumulated a 4.97% growth over previous year. With on-highway segment in Canada also showing a negative result, Piaggio Group, with the help of Moto Guzzi and Aprilia, flipped the script and showed an increase of 13.88%.

The conference, titled “We Ride Together,” provided an overview of the market analysis, projections of market performance, the competitive benefits of dealer program participation levels, and several new marketing, sales, and aftersales tools and 2018 plans to further provide interest in the brands, and competitive advantages for the dealer network.

Piaggio Group Americas showed the new models for the brands, with the limited edition Vespa models; 2018 Sprint 50, 150 and GTS 300 “Notte”, 2018 Primavera 50, 150, and GTS 300 “Yacht”, 2019 Primavera “S” with new matte finish and TFT display, as well as a 2018 50th Anniversary Primavera in 50cc and 150cc displacements. Piaggio displayed new 2018 MP3 500 Sport, Wi-Bike family of electric pedal-assisted bicycles, and an updated 2018 Liberty in 50cc and 150cc models.


The Vespa brand also showed dealers the upcoming electric models, the Vespa Elettrica, which will the company says will “continue to redefine boundaries of freedom and mobility on two-wheels, as the brand first did in 1946.”

For Aprilia, the North American market was rewarded with a surprise limited edition RSV4 RF. The first ever factory production RSV4 superbike with a winglet kit will only be available to dealerships in the USA and Canada. Limited to 100 units for the United States, and 25 units for Canada, the 2018 RSV4-RF Limited Edition will come with special “Misano” livery, honoring the brand’s first championship in 1987; an accomplishment that now counts to 54 World Championships.

Moto Guzzi celebrates continued success in the lower displacement models, and showed an excited network five new models; 2018 V7III Carbon Dark, limited to 1921 models worldwide, 2018 V7III Milano, 2018 V7III Carbon Shine, 2018 V7III Rough which will have limited global productions, and for the first time internationally, the brand from Mandello Del Lario showed the attendees the upcoming 2019 V9 Bobber Sport, which receives several updates that answer the markets interest in style and comfort.


With a complete plate of new models to communicate already, the brand that celebrates its 97th anniversary in March, presented a near-production concept of the Moto Guzzi V85 enduro, the newest development that will serve as a platform for upcoming models as the brand nears century of production motorcycles, always recognized for iconic design and ingenuity.

North American dealers were recognized for their continued support of the Piaggio Group brands, and were able to witness the active production line at the Pontedera plant, in a rare experience that shows the heart of the group brands internationally, which includes Aprilia, Moto Guzzi, Vespa and Piaggio, as well as Gilera, Scarabeo, Derbi, as well as Piaggio Commercial Vehicles, and support for Piaggio’s Robotic Program based in Boston, Massachusetts, Piaggio Fast Forward.

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