REVEALED: Why the PREMIUM on Vespa's LX 125 in India?

With a price tag of Rs 66,661 Vespa LX 125 is being dished out in the India market as a premium product. Here's what justifies the cost.

So be it," announced Ravi Chopra, Chairman and Managing Director of Piaggio Vehicles India Limited with a smile, when rediff.com asked him if the iconic Italian two-wheeler brand was the iPhone of the scooter market.

At Rs 66,661 ex-showroom price in Maharashtra, the pricing is indeed at a premium, if one compares the Vespa LX 125 to scooters like the Honda Activa (Rs 46,250 ex-showroom, Mumbai) and Mahindra Duro (Rs 42,920 ex-showroom, Mumbai).

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Click here for Rediff RealTime News on Vespa LX 125

You can't compare apples with oranges," Chopra chided the excited media at the launch of the iconic Vespa in Mumbai on April 26.

Rediff.com prodded Chopra for valid reasons behind the price and here's what he said:

The Vespa is iconic. For the last 66 years of its existence, it has maintained its traditional concept and configuration. This is the only scooter in the world whose frame is a single piece Monocoque steel body construction.

The suspension system has been derived from an aircraft."

What I am trying to get to get to is that we have certain inherent features in the design of the product which cannot be changed, which cannot be challenged and which cannot be copied by anybody," he continues.

"On top of that, we are saying that the performance of the vehicle -- whether in terms of braking efficiency, power, torque, or fuel efficiency -- is the best in its class and as good as the best in the world."

Therefore, on one side we are offering a technologically advanced product and on the other we are offering a product which is stylish, iconic, comes with a rich heritage and has some very unique values."

According to Chopra, the Vespa LX 125 offers a mileage of 60 km per litre (under ideal conditions) and is geared towards those who want to own a product that they will feel proud of.

To be specific, the Vespa LX 125 is targeted at consumers in the 18 to 30 age group. The first set of Vespa LX 125's will make their mark on Indian roads on April 27.

With a production capacity of 150,000 vehicles Piaggio's plant in Baramati will be inaugurated on April 28 by Union Minister for Agriculture and Cooperation SharadPawar in the presence of Roberto Colaninno, Chairman and CEO, Piaggio Group (Worldwide) and Ravi Chopra, Chairman and Managing Director, Piaggio Vehicles Private Limited(India).

Praful Patel, Union Minister for Heavy Industry and Public Enterprises and Ajit Pawar, Deputy ChiefMinister, Maharashtra will be the guests of Honour.