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Denis Alexandrov: Vespa scooters enjoy stable demand

The recent Russian round of the World Superbike Championship was not merely a superb show.
In one way or another, any global racing event brings the motorcycle sport into the spotlight and captures the attention of even those who never before pictured themselves riding a motorcycle. With that in mind, expansion-focused companies typically seek to make a statement during major shows, exhibitions and contests.

Sumeko, an official distributor of several premium-segment European brands, such as Aprilia, Vespa, Piaggio, Gilera, Moto Guzzi, Scarabeo, and Derbi, presented its products during the World Superbike Championship in the SBK Village at the Moscow Raceway track. Quite unexpectedly, even one of the Aprilia Racing riders, Eugene Laverty, turned up smiling at the Sumeko stand before the race for an autograph and a photo session with his fans.

“This World Superbike round was very successful considering it was held here for the first time, with a turnout of 30,000 spectators. Honestly, we expected a more modest interest, since there are not too many racing fans in Russia yet,” Sumeko marketing manager Denis Aleksandrov said. “Apart from Sumeko LLC, the Aprilia importer, our stand also featured the Moscow-based Aprilia motorcycle equipment dealer Azimut Motors. It was a great publicity boost for them; I’m sure their sales are set to rise. Visitors of our stand were very curious about new Aprilia motorcycles, with both 1000cc sport bikes and bikes for beginners on display. The interest in the bikes was really great; many visitors would have even bought the bikes if they had had the money on them)). Although it’s already the end of the season, Vespa scooters are enjoying stable demand.
Based on the results of the Snowcross World Championship and the World Superbike Championship, we, as a distributor of vehicles and equipment for outdoor recreational activities, can state that the effect from participation in such events is certainly positive, both in terms of promoting our brands in Russia and making outdoor recreational activities and sports involving the use of motorized equipment more popular among Russians.
The race itself was really breathtaking, we were rooting really hard for our riders from Aprilia Racing.
In the first and second races, Aprilia’s young rider Eugene Laverty demonstrated very good results, and he really kept us on the edge of our seats when he attacked his more experienced rivals. Unfortunately, Superbike’s undisputed favorite and Aprilia’s front-runner, Max Biaggi, was not in his best shape and his results were modest. We are pinning great hopes on the next round in Portugal.”

For reference, Sumeko LLC was founded in St. Petersburg in 2003 as a subsidiary of Finland’s SGN Group. With its dealership network now covering the entire territory of Russia, Sumeko is a motorcycle equipment importer for the Italian company Piaggio Group.

SGN Group was founded in 1933 as a family business engaged in import, wholesale trade in and export of some of the most popular and celebrated global equipment producers. The concern includes four companies: S.G. Nieminen Oy, Agritek Oy, Sumeko Oy and SGN Sportia Oy, covering vastly different activities, from agriculture to sports and equipment for outdoor recreational activities, to industrial machinery and agricultural engineering.

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