Vespa, the scooter manufacturer is following its Italian counterpart Fiat by opening a chain of cafes in India. Vespa, which relaunched in India earlier this year during the Delhi Auto Expo started selling its LX 125 scooter last month.
Vespa has stated that it does not want to be considered as just another two wheeler manufacturer. Instead it said it wants to position itself as a lifestyle scooter maker. It wants to create a niche brand identity for itself and the Vespa Cafe is one step in that direction.
Vespa which is currently selling the LX 125 automatic scooter is aiming at the young urban people and the cafe culture in cities is an ideal means of improving its brand image. Further Vespa believes the Vespa Cafe will be a place where Vespa owners can congregate and share their experiences.
The Vespa Cafe will also provide a sense of exclusivity to owners thus helping the company to boost its image. Vespa has shared this image on its Facebook page to provide an idea of how a Vespa Cafe will look.
Vespa is not just a two wheeler manufacturer. It also has its own line of exclusive accessories which will be available at the Vespa Cafe. These accessories are already being sold at Vespa's showrooms.