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LML Vespa - Brand History
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LML Vespa - Brand History

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A case study in short describing the life history of the Brand LML, Thought to share it before it reboots in India. Cheers!

A case study in short describing the life history of the Brand LML, Thought to share it before it reboots in India. Cheers!

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  • عايز اعرف كيفية صيلنة الفسبا ودور كل قطعة فيها
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  • Bureau of Industrial and Financial Reconstruction


  • 1. By: Deepankar Kapoor, SIMC
  • 2. Vespa is an Italian line of scooters manufactured by Piaggio. The Vespa has evolved from a single model motor scooter manufactured in 1946 by Piaggio & Co. S.p.A. of Pontedera, Italy—to a full line of scooters and one of seven companies today owned by Piaggio—now Europe's largest manufacturer of two-wheeled vehicles and the world's fourth largest motorcycle manufacturer by unit sales. Known for their painted, pressed steel unibody which combines a complete cowling for the engine, , a flat floorboard , and a prominent front fairing , The Vespa was the first globally successful scooter.
  • 3.
    • Vespa first came to India in 1960 with a collaboration with Bajaj Auto.
    • The technical collaboration ended in 1971 and Bajaj and Vespa parted ways.
    • Vespa at that time was considered an iconic scooter brand globally and the brand was owned by Piaggio.
  • 4.
    • Piaggio then joined hands with the Kanpur based Lohia Machines Ltd ( LML) in 1983 and started to roll out the Vespa range of Scooters.
    • By that time Bajaj was ruling the market with the iconic Chetak .
  • 5.
    • Launch of LML Select in 1993 was an instant success.
    • The company also revamped the NV series which began to shore up the volumes.
  • 6.  
  • 7.  
  • 8.
    • LML Sensation
    • LML Trendy
  • 9.  
  • 10.  
  • 11.
    • A labour unrest at the Kanpur plant proved to be the last nail.
    • In 2006, LML closed down the operation of its Kanpur plant. And it was the end of Vespa Scooters.
  • 12. MYOPIC
  • 13.
    • See the sweeping changes that was happening to the two wheeler market.
    • LML was not able to upgrade the scooters since the JV with Piaggio was called off.
    • It was also reeling under severe financial crisis.
    • These coupled with the shift in focus to motorcycles paved the way for the death of this stylish scooter.
    • LML still manufactures and exports Vespa to US where it sells as Stella and also to UK.
  • 14.  
  • 15.
    • The problems with most JV's happen with the issue of control.
    • While Indian partners want technology, seldom does Indian entrepreneurs want to lose control over their companies.
    • During the licence raj , foreign partners used to succumb to this because there was no other way to enter the Indian market. But post - liberalisation, Indian market is a level playing ground.
  • 16.
    • Indian business either have to shore up their investment in R& D or may have to negotiate hard with the JV partner on power-sharing.
    • Piaggio have a presence in Indian market in the three-wheeler segment.
    • The resurgance of scooter market has inspired Piaggio to re-enter the Indian market with the Vespa brand.
    • According to news reports, 2009 may see the re-entry of Vespa once again to India.
  • 17.
    • Bibliography:
    • www.exchange4media.com
    • FCB Ulka Webpage
    • Youtube for the LML Select TVC
    • http://en.wikipedia.org/wiki/Vespa
    • Brand Reporter