The Piaggio Group is Europe's largest scooter and motorbike manufacturer, as well as one of the industry's global leaders. Its portfolio includes some of the world's most well-known brands, including Aprilia, Moto Guzzi and, of course, Vespa, the world's most famous scooter.
Now, the firm has released the conclusions of a new analysis that delves into the specifics of Vespa's strong brand value, identifying the brand as a major asset in the company's overall portfolio. According to the findings, the Vespa brand is worth 906 million Euros, translating to just north $1 billion USD. The findings of a report by Interbrand, a major brand consultancy, point to “a unique, globally recognized brand, thanks to its perfect combination of design, lifestyle and Italian heritage”.
