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PIAGGIO WIDE 13 ULTIMO:Layout 1 Quarterly magazine Year 17 June 2010 Intervista al Presidente Il nuovo Vietnam di Nguyen Minh Triet (Interview to the President The new Vietnam of Nguyen Minh Triet) SHANGHAI: PIAGGIO MP3 ASIAASIA SBARCA IN CINA (Chinese debut for the Piaggio MP3) 20102010 ASIA CHIAMA EUROPA: PARLA VogliaVoglia L’ECONOMISTA LI-GANG LIU d’Italiad’Italia (Asia calls Europe: we talk Wide Piaggio Magazine, Registrazione al Tribunale di Pisa n. 5 del 15/05/1993. Anno 17 – N. 2 Giugno 2010 – Contiene I.P. Anno 17 – N. di Pisa n. 5 del 15/05/1993. Tribunale al Piaggio Magazine, Registrazione Wide to economist Li-Gang Liu) (A passion for Italy) Bend to the curves, stand up to adversity. The true bikers are back. Griso 8V Certain feelings can never be forgotten. They lie silent somewhere deep in your soul, ready to be aroused. This moment has arrived: pride has returned, the true bikers are back. We will reclaim the road and the pleasure of riding free. The Moto Guzzi dealers are awaiting to relight your fire. WWW.MOTOGUZZI.IT Giugno/June SOMMARIO/CONTENTS 2010 WIDE Piaggio Magazine Quarterly magazine published by Piaggio & C. S.p.A. Magazine Trimestrale edito da Piaggio & C. S.p.A. 004 010 Registrazione del Tribunale di Pisa n. 5 del 15/05/1993 - Anno 17 – N. 2 Giugno 2010 Editor Direttore Responsabile Francesco Fabrizio Delzìo Steering Committee Comitato Editoriale Michele Pallottini, Maurizio Roman, Ravi Chopra, Carlo Coppola, Massimo Di Silverio, Franco Fenoglio, Luciana Franciosi, Giancarlo Milianti, Pedro Quijada, Costantino Sambuy, Stefano Sterpone, Paolo Timoni, Gabriele Galli, Leo Francesco Mercanti, Roberto M. Zerbi Senior Editor Caporedattore Graziella Teta Contributors Collaboratori Stefania Giorgioni, Paolo Pezzini, Isabella Spinella Editorial Staff Organizzazione Redazionale OVERVIEW 003 India: 1 milione di veicoli 026 RACING Alexandra Bertocco, Mariangela Giampaolo, per “guidare” lo sviluppo Bruna Pluchino Re Leon e la sfida mondiale 038 Editorial Office PRIME India: one million vehicles drive growth Redazione A world challenge for King Leon WIDE Piaggio Magazine Asia 2010. Voglia d’Italia 004 Viale Rinaldo Piaggio, 25 - 56025 Pontedera (Pisa) – Italy Shiver 2010 e Dorsoduro 028 Tel/Phone: +39.0587.272943 A passion for Italy “Social” Derbi 042 Fax: +39.0587.276237 Factory: il gusto della guida [email protected] alla conquista della 125 Rome office: OPINIONS Shiver 2010 and Dorsoduro “Social” Derbi takes up the Via Abruzzi, 25 - 00187 Roma Factory: pure enjoyment Tel/Phone: +39.06.42295201 Il nuovo Vietnam di 010 125 challenge Milan office: Nguyen Minh Triet Via Broletto, 13 - 20122 Milano Nuovo Piaggio Beverly 030 Tel/Phone: +39.02.7621261 The new Vietnam of Nguyen Minh Triet NEW Editing, photo research, New Piaggio Beverly graphics and layout Intervista al Presidente / Interview to the President L'anima ecologica 054 Supporto editoriale e fotografico, dei veicoli commerciali grafica e impaginazione RIDE PASSION Commercial vehicles with Edipress Srl - www.edi-press.com Expo Shanghai: attrazioni e 014 Moto Guzzi V7 Racer 034 an ecological soul Cover photo: Getty Images occasioni del Padiglione Italia Foto di copertina: Getty Images Translations Attractions and opportunities Traduzioni at the Italian Pavilion ON THE ROAD Amapola Srl - www.amapola.biz Le capitali del Siam 056 Printed by Intervista a / Interview to Beniamino Quintieri Stampa The capitals of Siam Pacini Editore S.p.A. - Via Gherardesca, 1 56121 Ospedaletto (Pisa) GLOBAL Wide Piaggio Magazine is printed on ECF chlorine-free paper Asia chiama, Europa risponde 016 PREVIEW 033 Wide Piaggio Magazine è stampato su Asia calls, Europe answers carta ECF chlorine-free TIMELESS 037 © Copyright 2010 – Piaggio & C. S.p.A HONG KONG Li-Gang Liu Pontedera 017 HANOI Constantino Sambuy BACKSTAGE 044 All rights reserved. Reproduction, even partial, 020 is prohibited Tutti i diritti riservati. Vietata la riproduzione anche PIAGGIO STYLE 048 parziale. INSIDE ® Wide Piaggio Magazine is a registered COMMUNITY 050 trademark - Piaggio & C. S.p.A. – Pontedera Piaggio MP3 sbarca in Cina 024 All rights reserved. Chinese debut for the Piaggio MP3 056 LA POSTA DI MAX 060 2 wide - piaggio magazine giugno 2010 Francesco Delzìo OVERVIEW Direttore di Wide / Editor 003 Italia e Far East: straordinarie promesse è voglia d’Italia in sedere per una vita di qualità. A tal Italy and the Far East: is worthwhile desiring, tasting and Asia. Le lunghe code punto che quando (qualche mese fa) la outstanding promises possessing for a quality lifestyle. To such di cinesi che ogni Corea del Sud ha deciso di lanciare nel an extent that when (a couple of months C’ giorno affollano l’in- mondo una grande campagna di comu- ago) South Korea decided to launch a gresso del Padiglione nicazione e marketing per attrarre turi- There’s a desire for Italy in Asia. The significant communication and marketing Italia all’Expo Shanghai - fino ad eleg- sti stranieri nelle sue terre, ha scelto la long queues of Chinese which each day campaign worldwide to attract foreign gerlo come “second best” tra le vetrine Vespa come testimonial simbolo della crowd the entrance to Italy's Pavilion at tourists to its country, it chose Vespa as a Paese di tutto il mondo (dopo il padi- bellezza, del divertimento, del piacere. the Expo Shanghai – so much so as to symbol of beauty, enjoyment and glione cinese, naturalmente) per af- Il connubio tra Asia e Italia porta con vote it the “second best” of all Country pleasure. The union between Asia and fluenza e gradimento - sono soltanto sé straordinarie promesse per il futuro showcases worldwide (behind the Italy brings with it extraordinary l’ultima spia di una passione nuova che del Belpaese. Ma perché diventino re- Chinese pavilion of course) in terms of expectations for the future of the ha radici antiche. altà, è necessaria una rivoluzione cul- attendance and appreciation – are just Belpaese. But in order for them to become L’Asia chiama l’Italia, le sue bellezze e turale: non limitarsi ad osservare il the latest indication of a new passion reality a cultural revolution is required: i suoi brand. Lo racconta con grande fenomeno da lontano, evitare la “sin- with ancient roots. don’t just observe the phenomenon from efficacia, in questo numero di Wide, il drome di Marco Polo”. Non di pionieri Asia calling Italy, its beauties and its afar, avoid the “Marco Polo syndrome”. Presidente del Vietnam Nguyen Mihn con il gusto del racconto abbiamo bi- brands. This is very effectively narrated, Today we don't need pioneers with a flair Triet. Nel Far East ci considerano, sogno oggi, ma di investimenti e pre- in this edition of Wide, by the Vietnamese for narration but rather investment and come indica l’ideogramma cinese che senze industriali stabili nel Continente President, Nguyen Mihn Triet. In the Far stable industrial presence on the rappresenta l’Italia, il “Paese delle che sta guidando lo sviluppo del pia- East we are considered, as the Chinese Continent, which is driving the planet's idee”: lo scrigno geografico, artistico e neta. Il gruppo Piaggio ha intrapreso ideogram for Italy indicates, the “Country development. The Piaggio Group has umano che racchiude ciò che val la questa strada. E’ facile scommettere of ideas”: the geographic, artistic and started along this route and it is easy to pena di desiderare, di gustare e di pos- che porterà lontano. human treasure chest which holds all that bet that it will go far. wide - piaggio magazine giugno 2010 3 PRIME 4 wide - piaggio magazine giugno 2010 Asia 2010, a passion for Italy. At Expo 2010 in Shanghai, Italian excellence captivates the East 005 ASIA 2010 voglia d’Italia All’Expo di Shanghai l’eccellenza del Made in Italy affascina l’Oriente wide - piaggio magazine giugno 2010 5 I CONSUMATORI CINESI CERCANO SEMPRE DI PIÙ ALTA QUALITÀ, EFFICIENZA, TECNOLOGIA: COSÌ STA AUMENTANDO L’INTERESSE PER I PRODOTTI ITALIANI di Isabella Spinella pezzo di arredamento e prodotto esposto esprimono component of the building, all the materials and l’eccellenza italiana nel mondo. Sono l’immagine del furnishings, each item on display is testimony to Italian ltre 7 mila metri quadrati di superfi- protagonismo di piccole, medie e grandi aziende che excellence. The Pavilion and its exhibits reflect the key cie totale, 3 piani di altezza, ben hanno offerto know-how e cultura d’impresa per “rac- role played by the country’s enterprises, small, 3.774 pannelli di “cemento traspa- contare” l’industria manifatturiera italiana. A surface area totalling more than 7,000 square medium and large, who have contributed their know- rente”: sono queste le coordinate Si parte dalle icone dell’industria motoristica nazio- metres, 3 floors, and 3,774 panels of “transparent how and corporate culture to “narrate” Italian O dello straordinario viaggio attraverso nale – dalla Ferrari alla Vespa, fino alla potentissima cement”: these are the vital statistics of an manufacturing to the world. l’Italia e il Made in Italy che milioni di cinesi stanno Superbike Aprilia – passando attraverso il laborato- unforgettable journey through Italy and the best of From the icons of Italy’s automotive industry – the vivendo in queste settimane all’interno del Padiglione rio artigianale delle calzature – con la mostra orga- “Made in Italy” being made by millions of Chinese in Ferrari, the Vespa, the high-power Aprilia Superbike Italia, nell’ambito dell’Esposizione Universale di nizzata da Ferragamo – per arrivare alle eccellenze the Italian Pavilion at the Universal Exposition in – the journey takes visitors through a handmade shoe Shanghai. Il “debutto” è stato folgorante. Nei primi agro-alimentari e a quelle dell’innovazione hi-tech, Shanghai. laboratory with an exhibition organised by tre giorni (1-3 maggio) il Padiglione ha ospitato oltre dove spiccano il DustCart – il robot spazzino proget- The Italian exhibit got off to a flying start.
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