Two-wheeler Piaggio Bilancio Consolidato 2011

4 May 2015 | Author: | Comments Off on Two-wheeler Piaggio Bilancio Consolidato 2011
Aprilia Scarabeo YourZ 50


The Two-wheeler business mainly comprises two product segments: scooters and motorcycles, in addition to the related spare parts and accessories business, the sale of engines to third parties, involvement in main two-wheeler sports championships and technical service.

The world two-wheeler market comprises two macro areas, which clearly differ in terms of characteristics and scale of demand. economically advanced countries (Europe, United States. Japan ) and emerging nations (Asia Pacific, China. India. Latin America ).

In the first macro area, which is a minority segment in terms of volumes, the Piaggio Group has a historical presence, with scooters meeting the need for mobility in urban areas and motorcycles for recreational purposes.

In the second macro area, which in terms of sales, accounts for most of the world market and is the Group’s target for expanding operations, two-wheeler vehicles are the primary mode of transport.

Market positioning

Th e Piaggio Group retaine d its leadership position on the European market in 2011, with a market share equal to 20.1%, up 0.4 percentage parts, thanks to its consolidated position as leader in the scooter segment (+0.9 percentage points) and retention of its market share in the motorcycle segment.

With production at its own site in Vinh Phuc, the Group also consolidated its position on the premium market in Vietnam with successful sales of its Vespa and Liberty models, and laid the foundations for future growth in other Asian area countries, by forging business relations with local importers.

The Group held on to its strong position on the North American scooter market, where it has consolidated its leadership with a market share of just under 30%, and where it is committed to increasing its profile in the motorcycle segment, through the Aprilia and Moto Guzzi brands.

Brands and products

The Piaggio Group operates on the two-wheeler market with a portfolio of 7 brands that have enabled it to establish and consolidate a leadership position in Europe. Piaggio, Vespa, Gilera, Aprilia, Scarabeo, Moto Guzzi and Derbi.

The brands offer a complementary product range, so that the Group can supply the market with a fully comprehensive range to target the needs of different customer groups.

Engines for Piaggio, Vespa, Gilera, Derbi, Scarabeo and Moto Guzzi brands are designed and manufactured by the company. For Aprilia, the Group manufacture engines for the scooter segment, the 450cc and 550cc engines for off road models, the V-twin 750cc and the V-four 1,000cc.

Piaggio. In 2011, Piaggio was also European leader in the important high-wheeled scooter segment. After presenting the new generation Beverly in 2010, with its excellent 125cc and 300cc engines, in 2011 Piaggio completed the range with a model that has set the standards for the segment: the Beverly SportTouring.

The successor of the Beverly 400 cc. the new SportTouring has come out with a new 350cc engine, designed and manufactured to deliver all the performance of a 400cc model, but with the dimensions, emissions and running costs of a 300cc vehicle.

The Beverly SportTouring is 20 kg lighter, easier and more fun to handle, and is the safest high-wheeled scooter on the market. As a first ever for scooters, it features an electronic control system that combines ABS antilock braking with ASR traction control to prevent the rear wheels sliding on terrain that is uneven or provides a poor grip.

Another important model in the Piaggio brand, is the MP3 Yourban. This new concept delivers all the benefits of MP3 technology on a scooter that is compact, sleek, agile and easy to handle – making it an ideal mover in traffic.

Available in 125cc and 300cc versions, both with electronic injection, the MP3 Yourban stands out for top-of-the-range fittings and finishes and is ideal for the rider who wants a safe, agile and fun vehicle.

Vespa 2011 was an extremely important year for Vespa as it marked 65 years of activity, proving once again its unique spirit among scooters worldwide.

To celebrate this major achievement, the PX was relaunched, which is the most iconic Vespa model, with more than three million models sold. While retaining the features that have made it such a success – the four manual gears and pedal brake – the PX has been restyled to increase comfort, thanks to technical solutions and a new seat, and now boasts a technically sophisticated engine which fully meets Euro 3 standards on emissions.

In 2011 Vespa also renewed its three Special Series, successfully launched in 2010. The Touring, Sport and Vie della Moda were expanded with the introduction of the GTS 300 Touring, S Sport and LXV Vie della Moda models.

In addition, with more than 98,000 units sold and an excellent performance in South East Asia. the Vespa LX was the Piaggio Group’s best-selling model worldwide in 2011.

Gilera. The Gilera brand features models in both the scooter and motorcycle segments. The brand came into being in 1909 and was acquired by the Piaggio Group in 1969.

Gilera is known for its successes in racing, winning six world championship manufacturer’s titles and eight world championship rider’s titles. Gilera is a brand designed for a young, vibrant market and dynamic motorcyclists.

Derbi. The Derbi brand features a range of scooters from 50cc to 300cc and a range of motorcycles from 50cc to 125cc. Its customer target is young, in the 14-17 years age group, making it one of the biggest manufacturers in the 50cc segment.

The brand has won 21 world titles, gaining a leadership position in Spain and Europe on the 50cc motorcycle market.

Aprilia. In 2011 Aprilia, the Piaggio Group’s Racing Brand, introduced a new model to the Granturismo segment. The SR Max, available as 125cc and 300cc injection versions, is the GT model for riders who not only want comfort and a certain style, but a fun, enjoyable riding experience too.

2011 was a year of renewal for Aprilia. Following a positive reception from the press and the commercial success of the innovative suite of electronic controls, APRC (Aprilia Performance Ride Control), presented to the market with the RSV4 Factory APRC Special Edition, the system now features as standard on the RSV4 range and has been proposed as a version on the new Tuono V4 R. The Tuono, which is Aprilia’s main highlight of the year, heralds a return to a model which has become a benchmark for the Noale-based brand. The new model, restyled from its sister, the RSV4, immediately became a standard setter in the maxi naked segment, delivering a motorcycling and riding performance to meet the expectations of the press and customers alike.

Other important initiatives in the motorcycle range include the new RS4 50 and 125 models, which breathe new life into the fantastic RS range, with road model replicas of champion rider’s motorcycles. The new 125cc 4-stroke electronic injection engine, in line with the latest market trends, makes the motorcycle perfect for even the most discerning young rider.

Scarabeo. The Scarabeo brand renewed its medium model, with 125cc and 200cc electronic injection engines in 2011. Th is Scarabeo model was entirely restyled from a design and technical viewpoint.

With the new line, featuring even greater comfort, thanks to a new twin seat, and technical solutions, Scarabeo has expanded its product range in the market segment of medium, high-wheeler scooters, which is gaining in strategic importance at an European level.

Scarabeo also introduced the special “YourZ” series for 50cc 2-stroke engines. With its sticker customisation kit, the Scarabeo “YourZ” has been a great hit with very young riders, who are very important customers for Scarabeo, as demonstrated by its partnership with MTV during the 2011 MTV Italian Awards.  

Moto Guzzi. In 2011, Moto Guzzi celebrated its 90th anniversary. To mark the occasion, Guzzi World Days were held in September in Mandello del Lario.

More than 20,000 people came to visit the factory, museum and to see new models, during the three days.

The climax of the event was the inauguration of the monument dedicated to Carlo Guzzi, in the main square of the town, attended by the local authorities and by Roberto Colaninno, CEO of the Piaggio Group.

Moto Guzzi presented an exclusive numbered series of the California model, called 90, featuring a special colour and fittings to celebrate its anniversary.

The anniversary had already been celebrated in style with the launch of the redesigned Stelvio 1200. Levering the positive trend of the Enduro segment and starting from the basic version launched in 2008, which is already selling well on markets, Moto Guzzi restyled the Stelvio with a few but important features, to delight customers even more.

Existing models were also consolidated in 2011: the efforts made recently to improve product quality were recognised by customers and contributed to the success of the Norge GT_8v, which was unveiled in 2010, and to the continual rise of the V7, with various versions winning over new Moto Guzzi customers.

The distribution network


In the EMEA area (Europe, the Middle East, Africa ) the Piaggio Group operates directly in main European countries and through importers in other markets.

At the end of December 2011, the Piaggio Group had 3,800 dealers (direct dealers and importers) in EMEA, for a total of 13,900 sales outlets.

36% of these operators represented and distributed the Group brand (or several Group brands) on an exclusive basis.

Of the 13,900 sales outlets, 2,300 are located in Italy. 9,000 in the rest of Europe and 2,600 in markets overseen by importers. In January 2011, the Group changed its distribution strategy in Holland and Belgium. where the Aprilia and Moto Guzzi brands, previously managed by an importer, are now distributed by a direct network, to make the most of synergies from a direct presence in these countries.

The process to streamline and consolidate the Group’s sales network continued in 2011, with two strategic areas of focus:

1. Consolidating local coverage, through a quality-based selection of the network, with the objective of increasing the weight and retention of exclusive Group dealers.

2. Consolidating the performance and quality of the distribution network through the following priority actions: improving the sales and financial performance of dealers, improving the quality of customer-integrated services, and developing management tools and services.


In the Americas. the Piaggio Group was served by 390 active operators at the end of 2011, broken down as follows:

323 active dealers on the US market, with a direct commercial presence;

44 dealers on the Canadian market, with a direct commercial presence;

in Latin America (LATAM) the Group is present in 22 countries with a network of 25 importers.

In the United States. the process to streamline the distribution network was stepped up, after the strong market downturn in 2009 (-40.8%) and in 2010 (-15.8%).

The Group changed its distribution strategy in Canada in January 2010, and now adopts the model used in the US. based on a direct sales network comprising some 44 dealers. Overall sales in Canada amounted to 1,200 units in 2011.

In Latin America. the Group is present in 22 countries with a network of 25 importers, to whom approximately 2,240 units were sold.

Asia Pacific

In the Asia Pacific Area, the Piaggio Group has a direct commercial presence in Vietnam. Indonesia. and – for the Aprilia brand only – in Japan. On other markets in this area, it operates through importers.

Aprilia Scarabeo YourZ 50

In line with the Group’s strategic objectives, which plan to expand operations in the region, the distribution network is being built up.

In Vietnam. the Group increased its importers from 4 in 2008 (when a different business model was adopted) to more than 40 dealers in 2011, and more than 80 sales outlets. The Group has aimed and is aiming to develop its network in quantitative terms, by stepping up its presence in smaller areas of the country, and in qualitative terms, with a particular focus on corporate identity.

In Japan. the Group directly manages the Aprilia network and operates through importers and dealers for other brands. In total, the distribution network in the country has 200 sales outlets.

The Group is also present in Malaysia. Taiwan. Thailand. Korea. Hong Kong. Singapore. the Philippines. China. Australia and New Zealand through importers.

Comments on main results and significant events of the sector

During 2011, the Piaggio Group sold a total of 415,000 units in the two-wheeler segment, worldwide, accounting for a net turnover equal to approximately 1,025.3 million euro (+3.8%), including spare parts and accessories (135.5 million euro, -2.1%). In 2011, the Piaggio Group reconfirmed its leadership position on the European scooter market.

As explained in the previous paragraphs, the Piaggio Group’s performance in 201 1 was highly penalised by the drop in demand on the European market. This downturn concerned both the scooter and motorcycle segments.

On the other hand, growth in the Asian area was strong compared to the previous period, with sales and turnover increasing by 75.9% and 40.8% respectively, due to an improved production capacity at the Vietnam site.

The MP3 range continued to be a success story in 2011, with 21,000 deliveries to take the total sales volume to 100,000 vehicles. The Vespa – the Piaggio Group’s iconic brand in the two-wheeler sector – also performed extremely well on the world market, with a turnover equal to 298 million Euro and approximately 152,000 units sold.

Turnover from the motorcycle segment was given a strong boost by the Aprilia RSV4 and thanks to the excellent results achieved in the Superbike World Championships, its different versions produced a very satisfactory turnover for the Group.


As referred to previously, investments in the Two-Wheeler segment amounted to approximately 107.3 million Euro during 2011. These investments mainly targeted the following areas:

Development of the new site in India for the Vespa.

Development of new products and face lifts of existing products.

Improvements in and modernisation of current production capacity.

Implementation of new IT tools.

As regards investments for Piaggio Group products in particular, significant resources were dedicated to some brands and/or products which are key to the Group’s development. Main investments for European and Asian production sites ( Vietnam and India ), addressed the following areas:

Development of the new 350cc engine.

Development of the new LEm engine.

Restyling of the Beverly .

Development and launch of the new MP3 Urban.

Start of development of the new Vespa LX.

Development of the “Made in India ” Vespa.

Production of the Liberty Electric.

Production of the new XGT.

Production of the new Fly for Vietnam.

Production of the new Aprilia SRV 850.  

Completion of the Vespa PX.

Development to restyle the Moto Guzzi range.

Industrial investments were also made, targeting safety, quality and the productivity of production processes.

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