The Little Scooter That Could : Vespa

Piaggio Museum, Florence- June 1, 2011

Practical, sleek and effortlessly glamourous, Piaggio's Vespa is the epitome of classic Italian design. Since its birth in the 1940's, the Vespa has held its place as one of the most iconic vehicles the world has ever seen. An instant phenomenon, Vespa was unlike anything that had ever come before it, and is still unlike anything that has attempted to succeed it. Renowned for its comfort, convenience and innovative form, Vespa revolutionized travel for commuters across Europe, and subsequently, across the planet.

A classic vespa ad.

Internationally recognized, the commercial image of Vespa is driven by a combination of its classic style and its adaptation to shifts in pop culture. Vespas are suitable in any setting and for any era – they are the chameleons of compact vehicles. Vespa has also proven its ability to keep up with the progression of the automotive industry. It is a strong product in terms of its staying power, comparable only to products such as the Volkswagon Beetle and the Mini.

Not only did Piaggio design the actual scooter, but also the images that accompany it- completely changing the way that people relate to their vehicles. Promoting utility, versatility, style, and personal freedom, Piaggio made driving their new vehicle extremely desirable. Owners were portrayed as being both trendy and smart, and soon enough the little scooter was a prominent status symbol in European society.

A poster displaying various Vespa models from 1948 - 1986.



A modern-day Vespa.

The Evolution of Vespa as a product is distinct, as all successive models have remained similar to the original version. The most dramatic changes to its form were made between 1953 and 1955 in order to improve comfort, but since then alterations have been minimal. Although mechanical parts and physical characteristics of the scooter have been slightly tweaked or improved, direct links can be seen between the original version and each of its offspring. Even the most modern of models possess all of the main characteristics of the original prototype. The history of the product has been crucial to its progression and the traditional form of the scooter helps to sustain its identity in the eyes of the consumer.

A video I found illustrating the evolution of the Vespa over time.

Since Vespa's debut over 60 years ago, its popularity has not diminished in any way. Piaggio has been able to maintain the original image of their product through its iconic form and its trademark characteristics. The company's faithfulness to its original creation has ensured its success in the future, presenting a product that will be passed down through generations - making it virtually timeless. Vespas have revolutionized the concept of travel, and continue to provide a safe and practical, (not to mention stylish), mode of transportation to millions of people every day.

- Laura M, Jessica and Kelvin