Piaggio Expands in Southeast Asia with New Philippine Subsidiary

Italian motorcycle giant Piaggio Group has officially established a new subsidiary in the Philippines, marking a major step in its expansion across Southeast Asia’s booming premium motorcycle segment.

The Philippines is now the third-largest motorcycle market in Southeast Asia, behind Indonesia and Vietnam, and the fifth-largest worldwide, with over 2.3 million units sold annually. While most of these are commuter and budget bikes, the demand for premium and lifestyle models has been rising as local incomes grow.

The new Piaggio Philippines branch will directly manage the import, distribution, and sale of Vespa, Piaggio, and Aprilia scooters, as well as Aprilia and Moto Guzzi motorcycles. It will also oversee after-sales services, including parts and accessories, with plans to potentially introduce Piaggio’s iconic Ape three-wheel commercial vehicles in the future.

This move reflects Piaggio’s broader Asia-Pacific strategy to strengthen its footprint and capitalize on the region’s growing appetite for high-end European brands, in markets that Japanese and Chinese manufacturers have long dominated.

With this new presence, Piaggio aims to bring Italian style, performance, and innovation closer to Filipino riders ready to move up to the next level.