QUICK CHAT: Piaggio Asia-Pacific vice president

Gianluca Fiume has been a key player in Piaggio’s executive team since 2008, working out of Europe, but now he’s taken on the vice-presidency of the Asia-Pacific region as well as becoming the chair and directorship of Piaggio Vietnam.

The economics graduate has been hired to do one thing: strengthen Piaggio’s Asian operations and make it “the centre of the Piaggio world”.

Bikesales recently caught up with Fiume to ascertain what’s in the pipeline for the Piaggio Group – which includes Gilera, Aprilia, Moto Guzzi, Vespa, Scarabeo and Derbi, as well as commercial vehicles – and how racing remains a critical part of the company’s business.

What’s on the horizon for Aprilia over the next five years in terms of products, and will you cater for the LAMS scheme in Australia?
The Piaggio Group’s strategy is to keeping developing its DNA. That has implications from a market point of view and a geographic point of view. The fact that I have been appointed into Asia confirms the region’s relevance to the Piaggio Group. Asia has to become the centre of the Piaggio world, and it has to become the centre of advancement and improvement. Our major markets (in Asia) are Vietnam, Indonesia and Thailand, and there’s also Malaysia, Philippines and Australia. These markets are very diversified – but our strategy is not only about markets but also the product range.

The house of Piaggio, Motoplex, is a great way to set up our image, injecting the DNA of all our brands. It’s a challenge, as we have many different brands that are competing in the same world. Motoplex is important to enhance the retail aspect of the business as the Piaggio Group competes in this new jungle. That means getting closer to our dealership partners in order to attract customers.

There are many new motorcycles around the corner to reinforce our product proposal. It’s a challenge, though. The new releases will be in markets where we need to expand our presence. Asia is the future where’s there’s green grass to invade, commercially speaking.

What about electric bikes?
Electric is the biggest hot topic these days, and for sure Piaggio is looking at getting into it – and is investing into it. Bear in mind we have already introduced the Vespa electric concept, so we we have officially opened up to the challenge of commuting.

What is going to be Piaggio’s main growth area over the next five years?
It will come from the Asia area – if it doesn’t you won’t be talking to me again! Vietnam has great potential from a logistics and manufacturing point of view and, more importantly, from a market potential. It’s a market that will eventually take to motorcycles as well.

Our plan is to have a worldwide product portfolio, and a much more marketing-orientated strategy.

How do you see Aprilia’s progress in MotoGP, and what’s in store for 2018?
We want to compete and start winning, and we are heading in the right direction. We want to continue to invest in MotoGP because for the whole Piaggio Group it’s an important example of advanced technology and expertise. Because of MotoGP, our engineering know-how is applied throughout our product range – starting with scooters. MotoGP is a challenge for the Piaggio Group to show its leadership in the two-wheel space.

How do you resource both the WorldSBK and MotoGP programs? Is one more important than the other?
They are worth the same. Investment is very important and, in recent years, it’s been more about MotoGP without forgetting WorldSBK. When I joined Piaggio, I was told that spectators look at the motorcycle in WorldSBK, and the riders in MotoGP. These are two different environments in which you have to play an important role.