Piaggio’s potential mobility solution for India

From Ravi Chopra’s point of view, “it is a tangible way to demonstrate the R&D strengths of the group”. The CMD of Piaggio’s Indian operations refuses to comment further on the NT3 concept four-wheeler which was one of the prime draws at the Delhi Auto Expo earlier this month.

Yet, nearly four years ago, the Italian automaker was more vocal at the Milan bike show when it spoke of the mini-car which was on display and touted as the challenger to the Tata Nano.

Roberto Colaninno, Chairman of Piaggio, was quoted in agency reports that the “idea of the project was developed in India to deal with traffic in big cities”. He went on to say that it was meant for big cities in Asia and Europe. “I have very high numbers in mind for India,” Colaninno had said.

Chopra had then told Business Line that this marked the first phase of innovation. The next move would be to work on cost-effective manufacturing technologies to make it competitive.

The third phase would involve sharp retail and brand strategies. “This car will be the new Ape for India,” he added, referring to the brand that has now become synonymous with Piaggio's popular cargo range in the country.

Current scenario Circa 2014, and there is no indication if the NT3 will find its way into India. On the face of it, there is no reason why it should not considering that the Government has already given the go-ahead to the quadricycle policy.

The first entrant will be Bajaj Auto already ready with the RE60 while Mahindra & Mahindra and Tata Motors are believed to be working on similar initiatives.

Piaggio has subtly made known that it is open to the idea too and this is where the NT3 could just emerge its best bet though the timing of its entry is the million dollar question.

By the end of the day, most companies are veering to the idea that there is a case for appropriate solutions in urban mobility.

And this is just not an India-specific challenge. It is as valid in countries in Europe whose residents are not getting any younger, and need the right kind of transport to cover shorter distances.

Further, disposable incomes are falling and this is where products like the NT3 could emerge a viable alternative. Bajaj, incidentally, had the passenger version of its RE60 also on display called the U-Car at the Expo.

Manufacturers would also plan their offerings for India based on Government specifications for the quadricycle and this is where Piaggio would rather study the landscape carefully before making its intent known. Should it become a reality, the NT3 could be powered by a sub-500cc engine. It will seat three passengers and meet the basic objective of carting people around for short distances.

Price point The clincher will, of course, be the price though manufacturers like Piaggio have moved beyond the Nano as a reference point. In any case, the people’s car from Tata Motors has undergone a complete facelift and is no longer the 1-lakh option but priced twice as much today.

The new range of quadricycles or urban mobility solutions, will have a more realistic price tag to ensure that their manufacturers recover investments.

Piaggio’s menu for India includes the Vespa scooter whose numbers may not exactly set sales charts afire. Chopra, however, does not think this is an issue to fret about. “Our objective was to create a premium space in scooters which nobody else can occupy. New products also take time and we are patiently watching trends,” he says. The Vespa S and 946, the ‘last word in luxury’, will also enter India soon which will give customers more options to choose from.

Piaggio’s bread-and-butter business in India is, of course, its diesel three-wheeler range and Chopra is upbeat on prospects for 2014.

Part of this optimism stems from the recently launched Ape City, the small passenger three-wheeler, which will operate in a segment where Bajaj Auto rules the roost. Apart from the Indian market, Chopra believes the new petrol-driven product can find its way into Africa and Latin America where numbers are potentially huge, upwards of two lakh units annually.

COMMENT NOW