Lambretta Scooters Make a Stylish Comeback in Vietnam

The anticipation is palpable as the iconic Lambretta brand hints at its return to the Vietnamese market with the highly awaited launch of the X-Series and G-Series scooters. Following a long absence, Lambretta's official re-entry is poised to revitalize the premium scooter segment, competing directly with established giants like Honda SH and Vespa GTS. With an impressive legacy dating back to 1947, Lambretta has a storied past that resonates with scooter enthusiasts, especially those who remember its heyday in the 1950s and 1960s.

The first shipments of the Lambretta X-Series and G-Series have already made their way through Vietnam, capturing the attention of motorcycle aficionados. This marked moment is significant; it represents more than just the arrival of scooters—it signals a potential shift in the competitive landscape of high-end scooters in Vietnam. According to industry sources, the scooters are expected to hit the market in the second quarter of 2025, a timeline that builds both expectation and excitement among consumers.

The X-Series, which includes models like the X125 and X300, showcases a sporty design infused with Italian flair, featuring sleek lines and modern functionality. For example, the X300 is equipped with a robust 275cc engine capable of producing 25.1 horsepower, promising an exhilarating ride for young urbanites. Meanwhile, the G-Series, with its G350 models, embraces a more classic aesthetic while integrating contemporary technologies—a perfect fit for those who appreciate elegance and nostalgia.

Currently, the Vietnamese market is dominated by Honda's SH series, which features various engine options from 125cc to 350cc, and Vespa GTS models, ranging from 94 million to 179 million VND. This competitive backdrop sets a high bar for Lambretta, which must strategically position its pricing and features to attract discerning customers. With the market's growing demand for high-quality scooters, Lambretta’s return could spell excitement for consumers seeking alternatives to the mainstream offerings.

The strategic decision to import these models from Thailand—where Lambretta scooters have already gained popularity—demonstrates an understanding of both local assembly advantages and the regulatory landscape that favors higher local component usage. This could potentially exempt them from certain import duties, allowing for more competitive pricing against established brands.

For many in Vietnam, Lambretta is not an unfamiliar name. Its previous attempt to enter the market in 2011 under the Vĩnh Phát distribution network laid groundwork, albeit briefly. Many consumers still possess fond memories of the brand, and this nostalgia could work in favor of Lambretta’s resurgence. The challenge remains to convert that nostalgia into a modern sales strategy that appeals to current consumer preferences.

The inclusion of modern features across both the X-Series and G-Series—such as LED lighting, ABS brakes, and advanced engine technology—marks a significant advancement from previous iterations. This dual focus on style and performance caters to a diverse audience, from commuting professionals to vintage enthusiasts. For example, both scooter lines come in variations that vary in engine capacity and style, ready to meet different consumer needs and preferences.

The Lambretta X300, lauded for its sporty character, and the G350, celebrated for its luxurious appeal, could very well ignite a new passion for scooters among the Vietnamese youth, reigniting interest in two-wheeled mobility.

As we look forward to Lambretta's official market debut, the expectation is that it not only revives a beloved brand but also redefines the landscape for premium scooters in Vietnam. By leveraging its rich heritage while innovating for the modern consumer, Lambretta stands poised to rekindle its legendary status. Through careful strategizing and market adaptation, there is much hope for Lambretta to carve a notable niche alongside its competitors.