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  • Riding back 75 years
    into the story ofVespa

  • Riding back to
    just after WWII

    Post-war Italy faced 2 main challenges:

    • Severely damaged infrastructure
    • A weak economy

    Enrico Piaggio’s company manufactured aircrafts for the war.
    With the war over, he sought other ways of expanding his business.

  • Opportunity
    in Challenges

    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.

    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.

    Soaring Popularity:

    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 favourite

    Hollywood Debut:

    The Vespa featured in the highly beloved, The Roman Holiday, almost as a new character bringing the leads together.

    Global Appeal:

    This cameo in a film made Vespa a global favourite, taking it from Italian streets to the hearts of enthusiasts across the globe.

    Cultural Impact:

    So charming was the appeal of the Vespa that tourists weren’t hesitant to rent Vespas on their own Roman holidays.

  • Vespa 50

    A Symbol for the New Generation

    Giving a face to a shared identity for the youth

    New Identity:

    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

    New Symbol:

    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 markets

    Commissioned for Export:

    The Vespa became popular in Japan and the Vespa 125 ET3 remained on sale there till the mid-1990s.

    Economic Revival:

    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 technology

    Sporty Design:

    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 riders

    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.

    Varied Offerings:

    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 speed

    Product of Experience:

    The Vespa GTS 250 IE reinvents itself to become the fastest, most powerful and most high-tech Vespa.

    Sporty Appeal:

    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 cult

    Futuristic Designs:

    New, sleek designs combine modern aesthetics with great functionality

    Expanding Horizons:

    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 style

    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 Vespa

    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.