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| The birth of Vespa |
It is linked to women's power and popularity among the youth. Let's see why Vespa hasn't become obsolete even after seven decades.
The birth of Vespa
The world's most famous scooter, the Vespa, was unveiled in the spring of 1946. The scooter was designed by former aircraft engineer Coradino de Scanio and promoted by renowned businessman Enrico Piaggio. This two-wheeled ride soon became popular in post-World War II =2 Italy
Initially, it was called papyrus, which means little duck. But Enrico Piaggio, seen in the photo, said it looked like a Vespa. Vespa is the Italian word for sheep. By 1950, the Italian capital, Rome, was buzzing with the voices of Vespa.
Leading women's ride
Piaggio intelligently understood that the ride could be of interest to young professional women as they could ride on it while being protected from dust, oil or other dirt from the road. Its first advertisement, published in 1946, featured an independent woman on her way to work at Vespa. This message was well understood and soon became popular among women.
A Hollywood movie also played an important role in popularizing ASPA. Audrey Hepburn and Gregory Peck, well-known actors in the popular 1953 film Roman Holiday, were seen sitting on a Vespa and strolling the streets of Rome.
A Hollywood movie also played an important role in popularizing ASPA. Audrey Hepburn and Gregory Peck, well-known actors in the popular 1953 film Roman Holiday, were seen sitting on a Vespa and strolling the streets of Rome.
A Hollywood movie also played an important role in popularizing ASPA. Audrey Hepburn and Gregory Peck, well-known actors in the popular 1953 film Roman Holiday, were seen sitting on a Vespa and strolling the streets of Rome.
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