Commercial Vehicles


20132012Change %Change
(million euros)
(million euros)
EMEA and Americas9.563.910.472.4-7.9%-11.7%(0.8)(8.5)
of which EMEA8.260.99.369.7-11.7%-12.6%(1.1)(8.8)
(of which Italy)3.433.04.741.9-28.3%-21.2%(1.3)(8.9)
of which America1.
Mini Truk5.310.43.46.554.7%61.0%1.94.0
Spare parts and Accessories33.636.8-8.8%(3.2)

Graph: Revenues of commercial vehicles (figures in millions of euro)

Commercial vehicles

The Commercial Vehicles category includes three- and four-wheelers with a maximum mass below 3.5 tons (category N1 in Europe) designed for commercial and private use, and related spare parts and accessories. 

Comments on main results and significant events of the sector

In 2013, the Commercial Vehicles business generated a turnover of approximately € 359.9 million, including approximately €33.6 million relative to spare parts and accessories, registering a 12.8% decrease over the previous year. During the year, 203,900 units were sold, down 2.6% compared to 2012. 

On the Emea and Americas market, the Piaggio Group sold 9,500 units, generating a net total turnover of approximately €63.9 million, including spare parts and accessories for €15.5 million. The 7.9% decrease in sales is basically due to the negative trend of the reference market following the difficult macroeconomic situation affecting main European markets. Sales (+25.6%) and turnover (+11.5%) performed well in Central and Southern America.

On the Indian three-wheeler market, which decreased by 5.9% compared to the previous year, sales of the Indian subsidiary went down from 182,381 units in 2012 to 173,320 units in 2013, with a fall of 5.0%. On the four-wheeler domestic market, sales of Piaggio Vehicles Private Limited went up instead to 5,492 units, with an increase of + 36.7% compared to 2012.

Market positioning

The Piaggio Group operates in Europe and India on the light commercial vehicles market, with vehicles designed for short range mobility in urban areas (European urban centres) and suburban areas (the product range for India).

The Group acts as operator on European markets in a niche segment (urban mobility), thanks to its range of low environmental impact products.

The Group is also present in India, in the passenger vehicle and cargo sub-segments of the three-wheeler market.
In 2013, Piaggio Vehicles Private Limited reached a 34.6% share (34.3% in 2012). Detailed analysis of the market shows that Piaggio Vehicles Private Limited consolidated its role as market leader in the cargo segment. Thanks to the Piaggio Apé 501, above all, and numerous possibilities for customisation, Piaggio Vehicles Private Limited holds a 52.6% market share (52.2% in 2012). Its market share remained steady and increased slightly in the Passenger segment, standing at 30.4% (30.2% in 2012). 

Besides the traditional three-wheeler market in India, Piaggio Vehicles Private Limited operates with the Porter 600 and 1000, also on the four-wheeler light commercial vehicles (LCV) market (cargo vehicles for goods transport). On the four-wheeler market, the Group, despite a positive performance, has a marginal share of 2.9% (1.6% in 2012).     

Brands and products

The Ape is the Group's best-selling brand in the commercial vehicles sector. The Ape is highly regarded because of its outstanding versatility, and is the ideal solution for door-to-door deliveries and short-range mobility requirements.
The Piaggio Group range also includes the compact, robust Porter and Quargo models.
European range vehicles are currently manufactured at production sites in Pontedera, while vehicles intended for the Indian market are manufactured entirely at the production site in Baramati.

The Piaggio Group's commercial vehicles are intended for the intracity transport niche market, which typically means an average daily mileage of 40 km.
In July 2013, the new Ape Calessino 200 went onto the market, with a new Piaggio 200cc 4-stroke single cylinder petrol engine, making it possible to drive in Italy at 16 years with an A1 licence and at 18 years with a normal B licence.
The product range, comprising the Ape 50, Ape TM, Ape Calessino 200, Quargo, Porter and Porter Maxxi, combines low running costs, an excellent specific load capacity and extremely easy handling, for access to areas that normal vehicles cannot reach because of their standard size, particularly in historic towns and city centres.
The Porter features engines with the most common fuel options: diesel (D120), petrol (MultiTech) and eco-friendly (EcoSolution): bifuel petrol + GPL (EcoPower), bifuel petrol + methane (GreenPower), plus zero emission electric (ElectricPower).
The chassis version of the Porter is instead the ideal starter vehicle for adding increasingly specialised fittings to cater for a variety of customer needs. Specialisation is the key to Piaggio's success to reach new niche market segments.
The fully comprehensive engine range means all customer needs can be met, whether from the private domain or public fleet sector, and new trends targeting alternative fuels can be harnessed (pump price tensions, incentive campaigns).
Products include the Quargo, a heavy four-wheeler, which levers important component and production process synergies with the Porter, extending the range to include intracity models designed for users who are traditionally served by the Ape 50 and TM, but need to switch to an equivalent four-wheeler vehicle.

The Piaggio Group started operating on the Indian market in 1999, through Piaggio Vehicles Private Limited, manufacturing two versions of the Apé, the Apé 501 and the Apé 601. With these models, the Group has achieved a considerable level of brand awareness in the last few years and has developed a dealer network throughout India, gaining an excellent reputation for its customer service, quality and style, and immediately obtaining a large share of the market.
In 2013, sales of recently introduced models, such as the Apé City Passenger with petrol, diesel, gas and natural gas engine, were consolidated. The new Ape City 200, ideal for customers who want a compact vehicle, was introduced during the first half of 2013. The vehicle has a new engine developed by Piaggio, for an even better performance that outstrips the competition.
In 2013 the LTV range was entirely restyled with the introduction of the Porter 600 and Porter 1000, which have replaced the Ape Mini Truk and Ape Truk Plus. The Porter 1000 features the Piaggio BNA engine, type-approved to BS IV*, for a lower consumption than competitors in its reference segment (1 ton).   

* BS IV: Indian type-approval standard, at the moment BS IV is the most evolved standard.

The distribution network

In Europe, the Piaggio Group has a sales network of 416 dealers. Network development activities focussed in particular on Italy, Spain, France, Germany and Benelux, with the opening of 23 new dealers to sell the entire product range, with the aim of covering main European markets and making up for some dealers who opted out of the Piaggio sales network. In addition, dealers appointed in 2012 were consolidated, in particular with the development of the distribution network in Sweden, and a new distribution agreement was established in Romania, becoming operative at the end of 2013.
Developing and improving the sales network quality standards has been a major focus, with particular attention paid to the efficiency of the service network, standards of corporate identity, the training of salesmen and technicians and approach to customer care.
On the Italian market, Piaggio Veicoli Commerciali has 120 dealers, 80% of which are exclusive dealers of Piaggio vehicles. The rest of the network comprises multibrand dealers (mainly cars and commercial vehicles). The 120 dealers are the result of a process to streamline the network which got underway in 2013 and has optimised sales efficiency, maximising local coverage and achieved higher customer satisfaction levels.
The 120 dealers manage a level-2 network of more than 500 sales outlets and dedicated repair centres, with the aim of providing a top level professional service that meets the expectations of end users.
In 2013, the process to identify business opportunities on high potential markets such as Latin America and Africa continued. South America continues to be a strategically important area, where the Group is consolidating initiatives launched in 2011 and 2012 and approaching new business opportunities, stemming from the diverse mobility needs of emerging markets, through its Indian range, and of more developed markets, through its European range. In Africa, after the opening of new dealers in South Africa, Mozambique, Somalia and Angola, actions were taken to analyse potential and carry out scouting in 2014.   

In India, Piaggio Vehicles Private Limited has a primary network of 328 dealers, in addition to a secondary network with 474 authorised centres.
The distribution network covers the entire country and is the largest nationwide for the 3-wheeler segment.
Main actions to establish the network during the year were closely related to the introduction of new vehicles/engines (Diesel, methane, LPG, petrol 4W) which allowed for a greater penetration in major cities such as Mumbai, Delhi and Gujarat.    


In 2013, development activities continued in India with the Apè City, and a version with 400cc diesel engine, LPG engine and special version for Latin American markets, where the main difference is use at high altitudes and on steep slopes. This version will also be used in other countries, where this requirement is an important commercial driver.

The new Porter 600 and 1000 vehicles were accurately monitored during the first stage of marketing, with action taken to optimise the product for market requests.

The Calessino 200 version of the Indian Apè City was developed for the EMEA market. The vehicle has a 200cc petrol engine and is mainly intended for tourist markets.

The EURO V Plus version of the Porter and Porter Maxxi was developed with a diesel and petrol engine, and work has started on the EURO VI version, that will be ready to go on sale in 2015.