VESPA launches in China, opens flagship Beijing store

Italian scooter brand VESPA officially announced on Friday its entry into the Chinese market and opened its flagship store in Beijing on Saturday, a move to tap into the growing market.

According to Massimiliano Guelfo, country manager of Piaggio Commercial Business in China, the owner of VESPA, the company will bring five models to Beijing - the LX150, LXV150, S150, GTS300 and 946.

The first three models will range from 26,000 yuan ($4,198.83) to 28,000 yuan, while prices for the remaining two are to be decided in November, said Massimiliano.

Massimiliano told the Global Times on Friday that the company will launch stores in seven other cities in August.

"The selection of cities is mainly dependent on the demand, the commercial partners as well as the local regulations," Massimiliano added.

So far, all the models to be sold in China will be imported, but localization could be possible depending on the market performance.

However, market watchers said regulations in some cities which limit motorcycles and scooters driving on the road could hamper the firm's development in China.

The company aims to meet the demand in China and will comply with the local regulations, Massimiliano said.

The motor industry witnessed a monthly increase in sales of 5.76 percent to reach 1.84 million units in June, the China Association of Automobile Manufacturers said earlier this month.