Piaggio will set up its own office in the Philippines to directly sell popular motorcycles such as Vespa, Aprilia, and Moto Guzzi. According to their announcement in October, the new branch will import and distribute scooters, big bikes, and parts for them.
The country's motorcycle market has great potential, with approximately 2.3 million units sold annually. With increasing incomes and an increasing number of people looking to upgrade to premium brands, the Italian company sees this as a great opportunity to expand its business in Asia.
Piaggio also plans to explore entering light commercial vehicles in the future. The company continues to grow in the region after opening a plant in Indonesia in 2022.
In starting its operations here, Piaggio will focus on strengthening brand awareness, establishing dealers and service centers, and organizing spare parts supply. This aims to support the growing demand for premium scooters and big bikes in the Philippines.
This is expected to bring more intense competition to the market, especially as many riders want to level up from basic commuter motorcycles to higher-class motorcycles.
