Riding back 75 years
into the story ofVespa
He decided to serve Italians with a convenient, affordable and classy vehicle that could traverse the damaged roads.
With a clear focus on aesthetics, technology and customer satisfaction, the Vespa MP6 was designed. Upon seeing it for the first time, Enrico Piaggio exclaimed, “Sembra una vespa!” or “It looks like a wasp!”
Thus began the journey of Vespa.
Riding into a New Age 1940s Italy saw a new ride on the roads that was superior in aesthetics and technology.1940
Inspired by Aircrafts:
The new design of the headlamps and the metallic silver colour were reminiscent of Piaggio’s aircraft business.
Customer Centric Design:
To make it easy to deal with the frequent puncture after riding on damaged roads, Vespa introduced a spare tyre in its design which eventually became a brand signature.
Comfort for Everyone:
The foot space in front allowed women to ride it comfortably in dresses and skirts. This meant that they could travel without relying on men to drive them.
It was reported that buying a Vespa would entail a waiting list of 8 months.
Riding into the Spotlight Vespa becomes an onscreen and offscreen favourite1950
The Vespa featured in the highly beloved, The Roman Holiday, almost as a new character bringing the leads together.
This cameo in a film made Vespa a global favourite, taking it from Italian streets to the hearts of enthusiasts across the globe.
So charming was the appeal of the Vespa that tourists weren’t hesitant to rent Vespas on their own Roman holidays.
A Symbol for the New Generation
Giving a face to a shared identity for the youth
The youth was looking for a classy way to rebel against their parents’ post-war ideologies and relate to a lifestyle that matched their ideals.
New Marketing Approach:
The Vespa 50 was positioned as “Young, modern...and without documents.” as the traffic rules of that time allowed it to be ridden without license plates
Vespa became a symbol of classy irreverence, an icon that represented the new lifestyle that celebrated freedom, individuality and playfulness.
Making a Mark Globally Competing in international markets1970
Commissioned for Export:
The Vespa became popular in Japan and the Vespa 125 ET3 remained on sale there till the mid-1990s.
Vespa was a key player in reviving the post-war Italian economy. It was now taking it a step ahead by putting Italian products on the world map.
Symbol for the Youth:
Vespa continued to be a youth icon for those who rebelled against established notions of society in their own way, in their own attitude.
Style Meets Performance Redesigned aesthetics with powerful technology1980
Equipped with a powerful engine, lines, spoiler, windshield and digital tachometer gave the Vespa a sporty appeal.
Eyes on the World:
The new aesthetics were created to compete with the fierce competition in Japanese markets.
Beauty with Power:
The previously “pretty and stylish” Vespa was now seen as a powerful ride with superior technology.
Redesigned for the New Generation Style that appeals to the next generation of riders1990
Product of Experience:
Around 50 years of experience in the automobile industry helped to create Vespas that matched the aesthetic and performance expectation of the new riders.
To cater to the diverse needs and appetite of global youth profiles, Vespa models were developed in different specifications.
Green at Heart:
The new engine was designed such that the fuel consumptions were reduced by around 30% and emissions were decreased by 70% approximately.
Entering the World of Superlatives Perfect combination of style and speed2000
Product of Experience:
The Vespa GTS 250 IE reinvents itself to become the fastest, most powerful and most high-tech Vespa.
The design was reminiscent of all the years when the Vespa competed on race tracks, even setting world records.
Flexing the Creative Muscle:
The brand was synthesising the best with its years of experience, market understanding and futuristic vision.
Achieving Cult Status From being a brand to a lifestyle to a cult2010
New, sleek designs combine modern aesthetics with great functionality
The new models establish Vespa’s relevance in the lifestyle circuit, in moments of fun and excitement in the lives of the customers.
Forming a Shared Identity:
Millennial and Gen Z Vespa riders now identified with a common thirst for exploration, lifestyle and classy irreverence.
A Creative Ode to the 60s Reviving the classic style2020
Old in New:
The stylish look of the 60s was rediscovered in the modern set up with superior performance.
Building a Fashion Icon:
The design furthered the brand’s image as not just as an automobile brand but also a fashion icon - a lifestyle in itself.
When Legacy meets the Future Celebrating 75 Years of Vespa2021
75 Years Young:
As an important milestone in this journey, the Vespa 75th special edition pays a tribute to the brand’s heritage as well as paves the path towards futuristic mobility.
Extraordinary In Every Sense:
The steel metal body, chrome front tie and the “75” motif on the designs reflect Vespa’s acute attention to design details.