Ryan Ambrifi has always loved la dolce vita, especially feeling the freedom of the coastal wind on his face while riding one of his three Vespas.
With a storied career in marketing, plus owning one of the largest Land Rover dealerships in Connecticut, he’s taking on his next venture with Motoplex, a full-service scooter and motorcycle shop specializing in Italian brands including Vespa, Aprilia, Piaggio, and Moto Guzzi.
“What we really want to do is provide an environment that really immerses the customer into the Italian lifestyle,” he says. “Whether it's scooters or motorcycles, it's really a premium retail environment that really displays the rich history of the vehicles and then the styling.”
The new dealership, which opened in May and is nestled between luxury brands like Mercedes Benz and Audi on Commerce Drive in Fairfield, features a cappuccino bar and a selection of clothing and accessories. The light and airy space, designed by Gaelle Dudley of GLDESIGN, highlights the four brands by separating them out into distinct boutiques, with open seating for customers and an Italian countryside mural that can provide an “Instagrammable moment,” as Ryan says.
Motoplex offers knowledgeable service, even for bikes purchased elsewhere, as well as pickup, delivery, and winter storage options. Down the road, they plan to host operation and safety clinics as well.
“We're the first one on the East coast to have built this new concept,” says Ryan, who has lived in Westport for more than two decades. Coastal Connecticut is the perfect place to embrace living like an Italian, he adds. “It really gave us an opportunity to take the bikes and make them heroes.”
He recognizes that most of their customers will come in with a desire as opposed to a need for their premium product, perhaps imagining themselves draped in a scarf and clad in Jackie O sunglasses while winding their way down to the Levitt Pavillion for a summer concert. Ryan aims to provide an emotional experience that only enhances the initiation into their unofficial club, as well as reinforce a lasting connection.
Once the purchase is complete, he hopes to build a community. Motoplex plans to offer curated rides with each of their specific cohorts of customers so that they can further identify with, say the Vespa or Moto Guzzi lifestyle.
“The brands have such history and heritage, and there is a truly a love affair with Vespa,” he says. “It puts a smile on everyone's face.”
The vehicles sold at Motoplex offer the ability to have “a smaller environmental footprint,” Ryan adds. But they can also go places that cars might not be able to easily, like the crowded roads leading to and from Compo Beach for the Fourth of July fireworks. “It's just that sense of freedom.”
From browsing to buying to maintaining, Motoplex aims to give customers a different level of experience. “I want them to be excited about their product and really feel the energy of what they're getting into, whether it be a motorcycle or scooter,” Ryan says. “We really want the customer to go in and say: ‘Wow, I feel a connection here. I feel like this is more of a lifestyle for me. And I'm embracing the lifestyle.’”
To learn more, visit motoplexfairfield.com or call 203.292.3550.