Thinking about plans for the weekend? What better a way to see London town's christmas lights than on the back of a bright red Vespa. We're thinking pair of aviators, leather jacket and chunky wall knit scarf plus a hot totty to go. Zip around London’s coolest sites, stop for a spot of shopping at Selfridges, grab some brunch in Exmouth market or take a ride out to a country pub for a hearty Sunday roast. We love the Vespa!
In 1943 Enrico Piaggio had the phenomenal idea of building a product which could provide a mass low cost transport solution to Rome’s busy streets. After two years of building, testing and branding the Vespa was born. Unlike motorbikes the Vespa was unique in design and style with an engine placed on the rear wheel, a totally original concept. The first 50 were built in a small factory in Pontedera, April 1946 and shortly afterwards, Enrico presented the iconic scooter for the first time to the general public in a Roman Golf Club. The Vespa was an immediate success, gaining intense media interest and sparking public curiosity.
As a timeless and iconic classic the Vespa denotes the image of young couples zipping through cosmopolitan streets, but things haven’t always been so picture pefect for the company. During the 1990s the company went through several management changes, had pushed through more cash than they could afford on different plans and products, and still retained its original outdated factory in Pontedera. Faced with mounting costs, disgruntled staff, burdened with debt and a string of failed joint ventures, the firm, by 2003, was close to bankruptcy.
But then came along Roberto Colannino. “Roberto who?” we hear you ask. Roberto Coliannino, an Italian business man, saw that the strength of the Vespa brand was still strong and could be played upon. He consequently invested 100 million Euros for a controlling stake of the company. Under his direction tthe factory was quickly updated and modelled on the slick Japanese assembly lines. All bonuses for blue collar workers and management were based upon the same criteria. Air conditioning was installed throughout the firm. Not a single worker was or would be fired and he gave the company’s de-motivated engineers (they’d been sitting twiddling their thumbs with nothing to do due to bad the balance sheet in recent years) sharp deadlines. Roberto breathed life back into the fading Italian company.
The company having returned to growth have now strategically entered Asia in the hope of offsetting sluggish growth in the European markets. Despite high barriers to entry (China’s motorcycle industry for example is heavily dominated by global incumbents and accounts for more than 40% of motorcycles and scooters sold worldwide [WSJ]), Vespa has seen sales rise in the region. In order to appeal to the different regions in Asia Vespa has been adapting its model. In 2010 the scooter was redesigned in India for Indian women who typically ride side saddle to accommodate their floor length saries. We think that’s Neat!
The very first Vespa... 1946
- Engine: single cylinder two stroke. Horizontal cylinder head with cast iron bearing alloy
- Bore: 50mm
- Stroke: 50m
- Capacity: 98cc
- Maximum speed: 60 km / h
- Suspension: spring, spring steel spiral for the front wheel with rubber pads for the rear wheel and Engine
- Brakes: Drum
- Tyres: 3.50-8''
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