Strategy and areas of development

Business strategy

The Piaggio Group aims to create value by adopting a strategy which:

  • consolidates its leadership position on the European two-wheeler market and on the Indian light commercial vehicles market;
  • increases its presence on international markets, with particular reference to the Asian area;
  • increases the operating efficiency of all company processes, with a focus on industrial productivity.

EMEA and Americas

Europe Two-wheelerlever market recovery, consolidating a leadership position in the scooter segment. Focus on the Aprilia and Moto Guzzi brands to improve sales and profitability in the motorcycle segment. Entry on the electrical bicycle market, levering technological and design leadership, as well as the strength of the distribution network.

America Two-Wheeler segment - continue growth, with the introduction of the premium products Aprilia and Moto Guzzi and consolidating the sales network.

Europe Commercial Vehicles - maintain growth based on eco-sustainable solutions, with a product range featuring new engines with zero or low environmental impact and lower emissions.


Two-wheeler consolidate the position on the scooter market with the expansion of the Vespa range and the introduction of new models in the premium segment (scooters and motorcycles).

Commercial Vehicles - increase volumes and profitability, with consolidation of the leadership position on the three-wheeler market thanks to the Apè city Pax, the introduction of new four-wheeler products, the sub 0.5T and sub 1T and a focus on the export of three-wheeler vehicles in Africa and Latin America.

Asia Pacific 2W

Strong growth: replicate the premium strategy for Vietnam throughout the area (Indonesia, Thailand, Malaysia, Taiwan), exploring opportunities for medium and large sized motorcycles, penetrating the premium segment on the Chinese market thanks to a new, direct presence in the country.

Key Assets

The Group will aim to consolidate its business position by levering and investing in the potential of its key assets:

  • distinctive brands, recognised worldwide;
  • an extensive sales network on reference markets;
  • competency in research and development, focused on innovation, safety and the environment;
  • a strong international presence, with local operations for all core company processes, from marketing to research and development, production and purchasing.

Sustainability strategy 

The Piaggio Group's sustainability strategy is based on areas of sustainability which are important for the Group: economic sustainability, product sustainability, environmental sustainability and social sustainability.

The Group's Corporate Social Responsibility (CSR) strategic objectives - which are mostly supplemented by and related to the development of the 2014-2017 strategic plan - are based on four areas:

  • Transparency and economic value:
    • creating value while respecting business ethics;
    • timely, correct, in-depth information to stakeholders.
  • Product innovation and sustainable mobility:
    • technological investments to meet the need for sustainable mobility;
    • innovation to develop products that are environmentally friendly, safe and cost-effective.
  • Environmental sustainability:
    • reducing energy consumption;
    • reducing emissions of CO2 and other pollutants;
    • conserving natural resources;
    • waste handling and recovering;
    • logistics. 
  • Development of human resources and relations with stakeholders:
    • developing, training and promoting human resources so that everyone's expectations and aspirations are met;
    • listening to and assisting customers, to establish relations based on transparency and trust;
    • developing Company Advocacy in co-partnership with the dealer network;
    • working together with suppliers, through jointly developed projects;
    • engaging and supporting local communities through social, cultural and educational initiatives.

These areas form the basis for the sustainability objectives to be pursued in the 2014-2017 period.
The results achieved in 2013, the sustainability policy adopted by the Group and initiatives taken are presented in the Piaggio Group's Corporate Social Responsibility Report, which is issued at the same time as this Report and is available on its institutional websit under Social Responsibility.