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Media Contacts:

Lindsay Wagner
Brandware PR for Piaggio Group Americas
lwagner@brandwarepr.com
949.357.6781 direct

Melissa R. MacCaull
Piaggio Group Americas
mmaccaull@piaggiogroupamericas.com
212.380.4413 direct

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Aprilia  Tuono V4 APRC in Sunlit Yellow
Aprilia Tuono V4 APRC in Sunlit Yellow
Aprilia: Ride Like a Champion
Aprilia: Ride Like a Champion
Enter to Win 1 of 50 Official Aprilia SBK Race Team Shirts
Enter to Win 1 of 50 Official Aprilia SBK Race Team Shirts

Aprilia USA’s New Marketing Campaign Connects Riders with Brand’s Heart, Soul and Racing DNA

Italian motorcycle manufacturer invites riders to watch, hear, see and feel the Aprilia difference, online and in real time

New York, NY (March 20, 2012) /PRNewswire/ — Aprilia USA, the North American subsidiary of the Piaggio Group’s Aprilia brand, the Italian motorcycle manufacturer with more racing championships than any other European brand, is taking American moto enthusiasts for a memorable ride – both virtually and in real time. The company is launching a national multi-media campaign that invites riders to get more familiar with the brand and its award-winning sportbikes through real customer experiences, online trivia with user rewards, action-packed videos, an infographic featuring company “firsts” and other race wins, and a test ride tour featuring the new Aprilia Tuono V4 APRC, the fastest naked sportbike in its category. The campaign debuts with a new microsite, www.apriliamasters.com and Facebook app at www.facebook.com/ApriliaAmericas.

“To ride an Aprilia motorcycle is to fully understand what it is like to take race-proven technology, power and design and apply it to street bikes,” said Melissa R. MacCaull, Vice President, Marketing. “We created a campaign that features riders of competitor brands speaking freely about their Aprilia experience. Their opinions, along with other digital and social elements, are designed to engage and inform visitors about our brand in visually impactful ways.”

New Microsite Showcases Aprilia Firsts and Rewards Visitors for High “Aprilia IQ”
To show what sets Aprilia apart, the company created www.apriliamasters.com, a new microsite that engages users in multiple ways and educates visitors about the brand’s superior technology, design and racing heritage. The microsite content includes:

To support the campaign, Aprilia will also launch a targeted digital campaign, including Google, Facebook and YouTube media.

The Keys to Adrenaline Rush: Riders, Meet the New Aprilia Tuono V4 APRC
Aprilia is taking a fresh approach to test rides as well. The company is sending individual Aprilia Tuono V4 APRC motorcycles to multiple dealers in every part of the country, from the southeast to the northwest, over the course of a three-month period. Participating Aprilia dealers will have a Tuono V4 for about a two-week period to conduct as many test rides as possible. For a complete list of dates and locations, visit www.apriliamasters.com.

About The Piaggio Group:
Established in 1884 by Rinaldo Piaggio and based in Pontedera in Pisa, Italy, the Piaggio Group is one of the world’s top manufacturers of two-wheel motor vehicles. With more than 7,000 employees, an annual production of 653,000 vehicles in 2011, five R&D centers, seven production facilities in Europe and Asia and world-wide commercial operations, the Piaggio Group has a strong and increasing leadership in the European two-wheeler market. The company produces scooters, motorcycles and mopeds in the 50cc to 1,200cc displacement range, marketed under the Piaggio, Vespa, Gilera, Derbi, Aprilia, Scarabeo and Moto Guzzi brands. The Group also manufactures three- and four-wheel light transportation vehicles for the Ape, Porter and Quargo ranges.