Explore The History of the Iconic Vespa
"It Sounds Like A Wasp!"
Vespa was an original, useful and beautiful product that immediately won over the hearts of a post-WWII public when Italy was clamoring for a comeback. Vespa’s creator, Corradino d’Ascanio, was an ingenious designer with a technology-first mentality who blended creativity and mechanical engineering into a functional, aerodynamic and simple vehicle.
Vespa’s innovation as a vehicle also naturally extended to the urban culture, which continues to make Vespa an icon today. The brand has evolved into a lifestyle which allows riders to travel in color and fun. Vespa was a revolution in the language of scooters: how they were used and why they were desired.
Observing the sinuous lines of the first scooter prototype (MP6) and listening to the buzz of its 98cc engine, Enrico Piaggio couldn't help but exclaim: “It sounds like a vespa!” (wasp in Italian). This phrase commenced a campaign revolution that would make its way around the world and act as the foundation for several iconic advertising campaigns.
"Vespizzatevi!"
Vespa became widely adopted due to its unique appeal that revolutionized the way people got around on roads all over the globe and launched a brand-new way of expressing oneself.
As early as the 1950s, the slogan Vespizzatevi! was created by turning a proper name into a verb. It was considered a call to action in which Vespa was positioned as a transit alternative that would help reduce pollution. At the time, it was considered a cutting-edge concept and has been revived by the international BBH agency who launched a modern campaign to “Vespa ourselves.” This revitalization of the legendary campaign continued to center on freedom - not only a means of transportation, but as a state of mind inspired riders to cry out in a loud voice Live more Vespa!
Vespa Models Throughout the Years
Vespa 98 (1946-1947)
In April 1946, this amazing new, functional and innovative mode of transport was presented to the general public for the first time in a Golf Club in Rome. The shield was embossed with a new logo which replaced the previous Piaggio Aircraft emblem.
Vespa 125 (1948-1997)
The Vespa 125 (1948-1950) offered continuous improvement over the Vespa 98. The original scooter wasn't fitted with a centerstand. The 1949 version of Vespa 125 had newly designed horizontal fins to promote better cooling.
The Vespa 125 Utilitaria (1953-1956) had similar mechanics of the previous model year, except for a few differences in the new crankcase.
The Vespa 125 Primavera (1965-1983) met with immediate success. The main feature was a longer frame, which permitted easier transportation of a passenger.
The Vespa 125 GT/Sprint (1966-1973) was basically a Vespa 100 with a smaller bore and lower gearing, presumably to hit the European learner 125 market.
Vespa P125X (1977-1997) presented at the Milan Motorcycles Exhibition in 1977 as the Vespa "New Line." This model offers better driving comfort, the storage is larger, and the foam polyurethane saddle is more comfortable.
Vespa 150 Super (1954-1979)
The Vespa 150 Super was the first to be built in this displacement. This model with the sidecar had one single long connecting arm with suspension and had coil springs for stability and comfort on long rides.
