A U T O     B U Z Z

Scooter Icon, Piaggio, Launches in Manila with
New Philippine Partner

Piaggio has formally launched in the Philippines with a new partner in Euro Motors. This one, dubbed the ZIP SP is a 50-cc stylish Italian scooter.

Piaggio, maker of legendary scooter and motor bike brands like the Piaggio, Vespa and the Gilera, today launched five new two-wheelers in conjunction with local distributor Euro Motors Corp. (EMC). The long-awaited partnership brings the Piaggio, an Italian motorcycle company, long known for making the world's most reliable and stylish scooters and two-wheelers, to the Philippines. 

The five two-wheeler models address different needs and personalities. The Piaggio X9 Amalfi, for instance, caters to people who prefer larger scooters ideal for long drives and tours. The Gilera Runner 180SP 2T can be called a "racing motor bike" since it is equipped with a high-performance engine. The Piaggio Zip SP (Sport Production), as its name suggests, has a dynamic character, and is meant for a specific kind of rider: racing fans who are very informed on technical aspects. Meanwhile, the Vespa ET4 150 and the Vespa PX continue to instill the classic styling of the Vespa coupled with the high-performance attributes of Piaggio's other scooters. 

According to Mr. Edgardo Limon, President of the Intex Holdings Inc., mother company of EMC, the local distributor is planning to dramatically grow the market for quality scooters by raising awareness about the benefits of scootering, a motoring lifestyle that places emphasis on scooter driving. "The trend in Europe and other Asian countries is towards a balance between four and two-wheelers. In the Philippines, we have quite a way to go in terms of growing the market," said Mr. Limon. 

As the sole Philippine distributor of the Piaggio, Vespa and Gilera scooter brands, EMC is looking to limit its Manila-based dealer partners to five, then expand to other areas in the country. "Right now, we have two certified dealers, but we're planning to expand our operations to other areas in Luzon, Visayas and Mindanao," said Mr. Enzo Limon, EMC General Manager. 

Euro Motors Corp. will be catering to a core group of Italian scooter lovers as well as serve the larger market of potential users as it works to gain market share in the premium scooter niche. "We're looking to start with the niche market of Vespa, Piaggio, and Gilera enthusiasts, and then broaden our customer base from there," commented Mr. Enzo Limon. "Here, we're going to focus not just on selling, but also on providing high-quality after sales service." 

Aside from the Piaggio brand, Euro Motors is the soles distributor of the Vespa brand scooter. This one, called ET4 150 is a cool companion for zipping around town.

The parts market is quite a lucrative one, especially for Italian two-wheelers. Vespa owners, for instance, are always on the lookout for new add-ons to make their scooters look better. Mr. Ernani Juarez, the Managing Partner of 2211 Auto Works, one of EMC's dealers, for example, attests to a huge following of enthusiasts that are always "dressing up" their scooters. 2211 Auto Works, located in Leon Guinto St., Manila, is currently one of Euro Motors' two Metro Manila dealers. The shop is famous for its commitment to providing the best service to its customers. 

"We prefer to work with dealers with a track record for good service, said Mr. Enzo Limon. "That's why we have partners like Mr. Jose Paulo "JP" Sarabia, Operations and Business Development Director of Sarabia Optical." Aside from running 14 Sarabia Optical branches, Mr. Sarabia also manages five Hen Lin franchises. Mr. Sarabia's experience with his family's service-oriented businesses gives him the knowledge to provide the quality of after-sales support Piaggio owners will look for. 

Aside from working with the dealers, Euro Motors will also be ensuring the quality of service by employing certified technicians adept at maintaining Piaggio scooters. "Our mechanics and those of our dealers will be trained by Piaggio to offer a level of service comparable to other Piaggio service centers around the world," said Mr. Enzo Limon. 

There is a growing scooter community in the Philippines that is only waiting for the level of service that only Piaggio can offer. According to Mr. Enzo Limon, "we understand that this is a market we have to take care of very well. These are the kinds of people who know their scooters and will settle for nothing else but excellent service." 

Piaggio, which is present in twelve markets in Asia, makes up about 13 percent of the total population of scooters and motorcycles and is the market leader in the scooter segment. "Piaggio has a good presence in Asia and we want the Philippines to play an important role in strengthening the Piaggio brand in the region," added Mr. Enzo Limon. 

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EURO MOTORS CORPORATION is the sole distributor of Gilera, Piaggio and Vespa two-wheelers in the Philippines. Euro Motors is a part of the Intex Group of Companies, a conglomerate with interests in telecommunications, education, and recreation. 

PIAGGIO is the maker of one of the best-known Italian icons of modern times, the VESPA scooter. A two-wheeler created in 1946, the VESPA has transcended time and culture and is today a symbol of freedom and a way of life that appeals to people from all walks of life. Founded in 1884, PIAGGIO whose headquarters are in Pontedera (Pisa), is now the number one European manufacturer of motorized two-wheeled vehicles.

More information about the recently launched Piaggio scooters and their technical specifications will be available soon! In the mean time, check out more about Piaggio through their website at: www.piaggio.com.

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