Vespa’s Metaverse Move: Piaggio Files Trademark for Virtual Reality Expansion

Piaggio, an Italian automaker, has filed a trademark registration for the Vespa brand, indicating its intent to operate in the metaverse and the non-fungible token (NFT) market.

The application, filed with the USPTO on December 30, 2022, includes plans to provide virtual goods featuring vehicles such as two-wheeled, three-wheeled and four-wheeled vehicles, electrically powered scooters, and electric push scooters, as well as digital items authenticated by NFTs for use in online virtual worlds. Piaggio will also offer downloadable computer software for creating, managing, sending, and exchanging digital collectibles and NFTs.

The move into the metaverse and NFT space comes as a growing number of vehicle manufacturers seek to take advantage of the Web3 wave. BMW recently unveiled its “i Vision Dee” metaverse car, while Fiat and Maruti Suzuki have already opened their own metaverse car showrooms.

The popularity of virtual and augmented reality (VR and AR) has been on the rise in recent years, with the metaverse — a collective virtual shared space — becoming a key focus for companies looking to capitalize on the trend. NFTs, which are digital assets that are unique and cannot be exchanged for other assets, are also gaining traction as a way to authenticate and sell virtual goods.

Piaggio’s entry into the metaverse and NFT space represents a significant expansion of the company’s operations. Vespa is well-known for its range of scooters, which have been a popular mode of transportation since the brand was founded in 1946. With the trademark application, Piaggio is signaling its intention to branch out into new areas and tap into the growing demand for virtual and augmented reality products and services.

It remains to be seen what impact Piaggio’s entry into the metaverse and NFT space will have on the company’s bottom line. However, with the popularity of VR and AR on the rise, and the increasing use of NFTs to authenticate and sell virtual goods, it is clear that Piaggio sees significant potential in these emerging markets.