Established in 1946, Vespa is the Italian scooter subsidiary of Piaggio, currently operating across the globe. Vespa scooters are known for their distinct design comprised of painted steel unibody, complete cowling for the engine, a flat floorboard, and prominent front fairing.
Vespa (Italian pronunciation: [ˈvɛspa]) is an Italian luxury brand of scooters and mopeds manufactured by Piaggio. The name means wasp in Italian. The Vespa has evolved from a single model motor scooter manufactured in 1946 by Piaggio & Co. S.p.A. of Pontedera, Italy to a full line of scooters and one of seven companies today owned by Piaggio.
After World War II, in light of its agreement to cease war activities with the Allies, Italy had its aircraft industry severely restricted in both capability and capacity.
Piaggio emerged from the conflict with its Pontedera bomber plane plant demolished by bombing. Italy's crippled economy, and the disastrous state of its roads, were not immediately conducive to the re-development of the automobile market. Enrico Piaggio, the son of Piaggio's founder Rinaldo Piaggio, decided to leave the aeronautical field in order to address Italy's urgent need for a modern and affordable mode of transportation for the masses
Piaggio sold some 2,500 Vespas in 1947, over 10,000 in 1948, 20,000 in 1949, and over 60,000 in 1950.
The biggest sales promo ever was Hollywood. In 1952, Audrey Hepburn side-saddled Gregory Peck's Vespa in the feature film Roman Holiday for a ride through Rome, resulting in over 100,000 sales. In 1956, John Wayne dismounted his horse in favor of the two-wheeler to originally get between takes on sets. as well as Marlon Brando, Dean Martin, and the entertainer Abbe Lane had become Vespa owners. William Wyler filmed Ben Hur in Rome in 1959, allowing Charlton Heston to abandon horse and chariot between takes to take a spin on the Vespa.
Vespa clubs popped up throughout Europe, and by 1952, worldwide Vespa Club membership had surpassed 50,000. By the mid-1950s, Vespas were being manufactured under licence in Germany, the United Kingdom, France, Belgium and Spain; in the 1960s, production was started in India, Brazil and Indonesia. By 1956, one million had been sold, then two million by 1960. By the 1960s, the Vespa—originally conceived as a utility vehicle—had come to symbolize freedom and imagination, and resulted in further sales boosts: four million by 1970, and ten million by the late 1980s.
Improvements were made to the original design and new models were introduced. The 1948 Vespa 125 had rear suspension and a bigger engine. The headlamp was moved up to the handlebars in 1953 and had more engine power and a restyled rear fairing. A cheaper spartan version was also available. One of the best-loved models was the Vespa 150 GS introduced in 1955 with a 150 cc engine, a long saddle, and the faired handlebar-headlamp unit. Then came the 50 cc of 1963, and in 1968 Vespa 125 Primavera became one of the most durable of all.
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