Piaggio to have very own PH operations soon
The Piaggio Group has moved to deepen its Asia-Pacific footprint with the creation of a direct sales subsidiary in the Philippines, the company announced in mid-October. The new unit will import and distribute the Group’s scooter brands Vespa, Piaggio, and Aprilia, plus Aprilia and Moto Guzzi big bike motorcycles, and aftermarket parts and accessories.
Piaggio framed the move as a response to shifting demand: the Philippines sells roughly 2.3 million two-wheelers a year, making it the third-largest market in Southeast Asia and one of the world’s biggest by volume. Rising incomes and a growing premium segment make the market a strategic priority for the Italian group.
The company said it will also evaluate possible entry into light commercial vehicles over time.
Piaggio’s announcement follows earlier partnerships and distribution initiatives in the region, including the opening of its Indonesian facility in 2022. However, the information released by the Pontedera-based manufacturer does not mention any local joint-venture partner or disclose the investment amount for its new Philippine operation.
Piaggio will likely focus initial efforts on building brand awareness, dealer and service networks, and spare-parts logistics to support premium scooters and motorcycles—segments it says are showing the strongest growth in the Philippines. The company’s entry signals intensified competition in the country’s higher-end two-wheeler market as consumers trade up from basic commuter models.
