Aprilia India's RS 457 Strategy: Smart Dealerships, Rider Communities, and More

The Aprilia RS 457 was launched in India in December 2023. It is the company’s first locally manufactured motorcycle. Piaggio, Aprilia's parent company, aims to expand its presence in India with this model. The RS 457 enters the competitive mid-capacity segment, targeting Indian consumers who are increasingly moving towards performance-oriented bikes.
 

Expansion of Dealerships

Piaggio plans to grow its network through Motoplex stores and premium showrooms. By the end of FY 2024, the company aims to have 10 Motoplex showrooms in major Tier 1 and Tier 2 cities. These include Bangalore, Delhi, and Mumbai. Additionally, 20 other showrooms in cities such as Shillong, Kolkata, and Chennai will retail the RS 457. These locations cover more than 80% of the mid-performance two-wheeler market.
 

Piaggio will expand further based on customer demand. The goal is to ensure that the RS 457 is accessible to as many potential customers as possible across India.
 

Training and Customer Experience

The company has heavily invested in improving the dealership experience. It has appointed and trained specialized staff at its 33 dealerships across India. This is part of their "RS Champions" program. The staff, including service technicians, received thorough training. Some were even trained online by experts from Italy.
 

Ajay Raghuvanshi, Executive Vice President of Piaggio Vehicles, shared that the focus is on delivering a premium customer experience. He explained that the company is moving towards "new premiumization." This means not only offering a superior product but also ensuring customers receive a top-notch experience at every stage, from purchase to service.
 

After-Sales Service and Spare Parts

Piaggio has also prioritized after-sales services for the RS 457. The company has introduced an Auto Guided Diagnostic tool. This tool helps technicians identify and fix issues in real time, making service more efficient. Additionally, Piaggio is ensuring ample spare parts availability through a dedicated facility and regular dealer shipments.
 

The company offers 24x7 roadside assistance and a complimentary service package. The package includes three free services within the first year of purchase.
 

Building a Community

To strengthen the bond with its riders, Aprilia India is building a community around the RS 457. The brand organizes monthly rides for RS 457 owners. They also have an event called "Racers Day," which will be introduced in India by the end of September. This event aims to bring a global motorcycling concept to the Indian market.

Before you go, don’t forget to check out the FADA two-wheeler sales report for August 2024.

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