Graffi's Graph

In A Short Span Of Time, Diego Graffi, Ceo & Md, Piaggio Vehicles, Has Worked Out The Math To Stay Ahead Of The Times In Terms Of Technology And Innovation.

- Jayashree Kini Mendes

DIEGO GRAFFI, CEO & MD, PIAGGIO VEHICLES (PVPL), is a much travelled man. He should be, after nearly a decade with the group. But paradoxically, he will not take the driver’s seat. That is because, according to him, PVPL is driven by the customer.

In true Italian tradition, Graffi believes that PVPL is family. That is how it started. Rinaldo Piaggio founded the company in 1884 and a few decades later hit off with a two-wheeler called Vespa. This wonder vehicle continues to rule the roads in Italy and other parts of the world. Parents rode, Children wanted the pillion. It became a family affair. Italians even coined a word, ‘vespare,’ meaning going out on a Vespa. Evidently, this is the approach that has sustained Piaggio.

As far as the CV segment is concerned, Piaggio is globally known for owning and establishing the renowned brand Apé in three-wheelers as well as Porter and Quargo in the four-wheeler small CVs. It has a wide range of products under two main brands Apé and Porter and eight sub-brands with various products for varied applications.

In India, the company rolled out its 2.5 millionth small commercial vehicle in August. Graffi has now set his sights on targeting the next milestone of three million customers by 2020.

There are aggressive plans now to invest over Rs 200 crore to develop new vehicles and engine technology. This along with aggressive network expansion will fuel PVPL’s growth in India. Diesel vehicles comprise about 85% of the overall production and sales of the Piaggio CV brands in the country. “Going forward we expect this percentage to change and alternate fuel vehicles will see increased presence in PVPL’s portfolio.” Graffi points out.