vespa brand

With global relevance and perceived as a lifestyle icon, the brand Vespa has been valued at more than one billion euros (1,079 million) with a 19% growth in value, compared to the previous valuation (906 million euros in 2021).

This is the result of a new study about Vespa that Piaggio Group has commissioned to Interbrand. The study demonstrates Vespa’s global reach also in terms of distinctiveness, design, lifestyle and entertainment.


In determining Vespa brand’s financial value, Interbrand employed proven, proprietary brand valuation techniques, incorporating financial analysis with primary and quantitative data collected through a global market research, conducted across Vespa’s 10x key markets (Italy, France, Germany, Spain, USA, Vietnam, Thailand, Indonesia, China, and India).

The brand Vespa is confirming its leadership in European markets and gaining more relevance in US and Asia, showing growth especially in Indonesia, where Piaggio Group has recently opened a new plant for the local market.

Disney Mickey Mouse Edition Vespa Primavera front quarter left

The report confirms that Vespa is globally perceived more than just a scooter – it globally represents both the opportunity for people to express themselves within their community and a product for leisure and entertainment. Recent global partnerships with Dior, the Disney Pixar movie Luca, Justin Bieber, Lego and the last Mickey Mouse have further strengthened the unique DNA of the brand.

In short, Vespa confirms itself as a fashion-lifestyle brand on two wheels, rushing towards the future with a clear brand strategy, followed and loved by millions of passionate followers worldwide.