When I recently sat down with Giuseppe Molinari, Executive Vice President & Head of the Two-Wheeler Business & Product Marketing, Piaggio India, right after riding the new Aprilia SXR GT 175 around the company's factory in Baramati, the conversation was as laid-back as you'd expect from an Italian, complete with the occasional “allora.” But I’d be remiss if I’d let the relaxed demeanour fool me. Molinari is quick, passionate and refreshingly candid.
What I particularly enjoyed was his willingness to drop the names of competitors and talk openly about where Aprilia stands in the Indian market. That's a rarity in conversations with top-level automotive executives, which can sometimes feel like they're being live-moderated by an invisible PR team. With Molinari, there was little of that corporate tiptoeing. Just an honest conversation about Aprilia's ambitions, the quirks of the Indian buyer and the fine art of making a scooter sporty without making it a pain to live with.
SN: What is the most misunderstood thing about Aprilia vehicles in India? Do you think Indian customers fully understand what the brand stands for?
GM: I think people are beginning to understand Aprilia better, step by step. For the last 20 years, the Indian market has been dominated by commuter motorcycles such as the Splendour and Shine, and scooters such as the Activa and Access. These products have established what people expect from a two-wheeler.
Aprilia, however, has a different proposition. We make products for people who want something special, whether that is a motorcycle or a scooter.
When we were working on the SR's styling, I remember seeing the reactions during the testing phase. The response was fantastic. It was clear that there was an audience looking for something different from the conventional scooter.
The younger generation, particularly young women, often has a different mentality from that of the previous generation. They want something new and are more willing to explore products that express their individuality.
We are seeing this change not just with Aprilia, but across the two-wheeler market. People are gradually becoming more aware of what different brands offer. Our objective is to build that understanding over time.
We don't necessarily want to sell as many vehicles as the largest commuter brands. We want Aprilia to be among the first names people think of when they want a sporty motorcycle or scooter. When customers think about sporty motorcycles, we want them to think of Aprilia, whether it is a single-cylinder machine or a twin-cylinder supersport.
SN: A maxi-scooter is expected to be comfortable, but an Aprilia is expected to be fun. Where do you draw the line between the two?
GM: It is not easy, because different customers have different expectations. Some will tell us that the scooter is too firm for everyday use, while others might want more stability or a different response when cornering at higher speeds.
We have to find a compromise that allows us to reach a slightly wider audience without losing the character of the product.
We develop a vehicle based on our engineering knowledge, experience and testing. But development doesn't end when the product reaches the market. Throughout its life cycle, we continue to listen to customers and look for opportunities to improve it.
Take the Tuono, for example. It is a sporty naked motorcycle, very much in keeping with Aprilia's traditional character. However, Indian road conditions are different from those in many other countries. We have therefore worked on the suspension settings to improve comfort and make the motorcycle better suited to local conditions, without fundamentally changing what makes it a sporty naked.
The idea is not to transform the product into something entirely different. It is to make the necessary adjustments while retaining its original character.
SN: How much of the SXR GT's development took place specifically in India, and how much of the engineering came from Aprilia's global expertise?
GM: The SXR GT has been developed with international markets in mind. We have to consider the requirements and expectations of customers in Europe, South America and other markets, while also understanding what Indian customers want.
Our design expertise comes from our global design team, but we also incorporate local preferences. This is particularly important when it comes to colours, graphics and styling details.
We have a team in India that helps us understand local tastes and customer expectations. We bring that feedback together with the knowledge and experience of our design department to arrive at the final product.
This collaboration extends beyond design. Local testing is extremely important because conditions in India can be quite different from those in Europe.
Fuel quality, for instance, can vary between markets. We have had to make specific adjustments to engine components, including rings and rubber parts, to ensure compatibility with the fuel available in India.
So, while the product benefits from our global engineering expertise, adapting it to the requirements of each market is an equally important part of the process.
SN: The SXR GT 175 feels strong at lower speeds, but I felt it could use more power in the mid-range. What was the thinking behind its power delivery?
GM: The SXR GT is a sporty scooter, and we want it to retain that character. At the same time, we have to consider how customers will actually use it.
Most customers will spend a considerable amount of time riding in the city. They want a scooter that responds well in everyday conditions, but they also expect good fuel efficiency.
There is a balance to be struck between performance and consumption. Customers increasingly expect fuel efficiency in the region of 35–45 kilometres per litre, while also wanting good acceleration and a responsive engine.
We have to consider these expectations when developing the power delivery. The requirements of a customer buying a 125cc scooter can be quite different from those of someone choosing a larger-capacity model.
Our objective is to address these different needs rather than focus exclusively on maximum performance. The scooter has to work well in the conditions in which it will spend most of its time.
SN: At this price point, customers have several alternatives in India. What would you tell someone who likes the SXR GT but cannot justify paying more for it?
GM: Ultimately, it depends on what the customer is looking for. There are several alternatives in the market, and each has its own strengths.
With the SXR GT, we have focused on offering a particular combination of comfort, practicality and equipment. For example, the flat footboard is useful in everyday city riding, while the long seat provides space and comfort for both the rider and pillion.
We have also paid attention to the equipment offered. If you compare the features available on different scooters, you will find that they do not all offer the same level of functionality.
There are products that start at a lower price, and there are others that cost more. Our positioning is somewhere in between, but we want to offer something distinctive within that price bracket.
The SXR GT is our interpretation of what a premium scooter should be. We have our own recipe, if you like, and it combines the characteristics we believe our customers value with the equipment and price positioning we have chosen.
Of course, the final decision rests with the customer. They have to decide which combination of features, practicality, performance and price works best for them.
