TheScooterScoop

Here’s a little bit about Vespa and Branding from Business Week.

Vespa Viva: “Not quite a bicycle, not quite a motorbike, the Vespa is utilitarian, stylish, fun, and cheeky. There’s not much to it — a seat, an engine, and a groovy splashguard — but in its own unassuming way it leaves a filament of Italian culture in its wake whether it’s ridden in Chicago, Brussels or Bognor.

Vespa manages to stay cool in popular culture throughout the decades. Gregory Peck rode one in ‘Roman Holiday,’ and Audrey Hepburn rode on the back of one while adhered to Gregory Peck. Vespas look cool parked in front of art colleges, juice bars and any back lane or side street in Europe.”