By Tina Arceo-Dumlao
Philippine Daily Inquirer

THE ICONIC VESPA easily stands out—like the queen among the masses—from the crowd of cacophonic motorcycles that rule the congested streets of Metro Manila, and it makes no apologies for it.

The Vespa of the Piaggio group of Italy, after all, is the only company that can claim to have invented the scooter.

And as a testament to its timeless elegance, the core, revolutionary Vespa design has remained unchanged since the two-wheeler designed by aeronautical engineer Corradino D’ Ascanio first zipped through the streets of Pontedera, Italy, in April 1946.

It is this chance and, yes, privilege of owning and riding a Vespa that MotoItalia Philippines Inc. is offering discriminating Filipinos who are yearning for more than just two wheels and a four-stroke engine.

“There are Japanese brands… and then there is Vespa,” explains Richard K. Teh, director of MotoItalia, which started distributing in October last year the Piaggio motorcycles that include the Gilera, Piaggio and Vespa lines.

The steep price of the Vespa, admittedly, is the biggest barrier to skyrocketing sales.

Unlike the ubiquitous Japanese motorcycles, which cost less than P100,000 each, the most affordable Vespa—the LX 150—costs P245,000.

But Teh says there are many reasons why the Vespa comes with such an intimidating price tag.

First, the Vespa that figured prominently in the movie Roman Holiday featuring Audrey Hepburn and Gregory Peck has an all-steel frame, making it more sturdy than the fiberglass bodies of its cheaper brethren. It is thus quite possible to leave the Vespa for the next generation to ride and enjoy.

Second, the four-stroke, 151-cc engine is the best in class, allowing it to easily accelerate to a maximum speed of 140 kilometers per hour, with the maneuverability to match. And because the Vespa LX 150 is Euro 2 compliant, its emissions are not as harmful to the environment as those that have not yet complied with strict pollution controls set by the European Union.

Then finally, there are the classic details that make Vespa the most recognizable scooter in the world: the big, round headlight, wide all-steel leg shields and the touch of chrome on the rear view mirrors and mudguard. There are also the little add-ons that riders appreciate, like the wider, more contoured saddle for a more comfortable ride, the compartments under the saddle and near the front to store a helmet and documents, and even a hook to secure a handbag or a bottle of water.

For 2010, Teh says MotoItalia, which is backed by the Autohub Group that also distributes Mini Cooper in the Philippines, is set to forge marketing agreements with a number of fashion houses for joint advertising programs in a bid to inform more Filipinos about the real and emotional reasons to buy a Vespa.

Autohub Group president Willy Tee-Ten says that the Vespa being a desired lifestyle brand, it sits atop the two-wheeled industry and a premier choice in motorcycles.

“Those who know quality can never be compromised for cost and while Vespa may be above average in price, the motorcycles they own stand above the rest,” Tee-Ten says.

Both Tee-Ten and Teh believe that despite the price, there is a big market for Vespa in the Philippines.

Teh believes that if Vietnam is able to sell thousands of Vespa in a year, then the Philippines should be able to sell even just a fraction of that number.

“We have set a conservative target this year of about 300 units and Piaggio understands that because we are coming out of a really challenging year,” Teh says.

Even then, MotoItalia believes that the time is right to push Vespa this year, given the growing number of young Filipinos who have traveled extensively and appreciate the value of top-quality goods like a Vespa.

“We always say that Vespa is more than just a scooter, it is about heritage, a piece of history,” says Teh.

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