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.............................. Vespa U
Logo and Trademark..............................
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 -- now Europe's largest manufacturer of two-wheeled vehicles and the world's fourth largest motorcycle manufacturer by unit sales. From their inception, Vespa scooters have been known for their painted, pressed steel unibody which combines a complete cowling for the engine (enclosing the mechanicals and concealing dirt or grease), a flat floorboard (providing foot protection), and a prominent front fairing (providing wind protection) -- into a structural unit as well as a singularly endearing and enduring shape. As the first globally successful scooter, the Vespa has enjoyed tremendous prominence in popular culture -- and has become a symbol of stylish personal transportation.
With its elegant lines and classic aesthetics, the Vespa is recognized as the epitome of Italian design. There is a dramatic increase in the number of urban commuters who have purchased new or restored Vespas. The difficulty of parking cars and the Vespa's low running costs are two reasons for this upswing in Vespa (and other scooter) popularity. The cultural use of the scooter as a recreational vehicle with a sub-culture following in the USA/Canada and parts of Europe & Japan. In contrast, the Vespa is considered a utilitarian vehicle for hauling products and sometimes up to 5 family members in much of Asia and Mexico
Vespa enthusiasts can visit the comprehensive Piaggio Museum & Gift Shop adjacent to the plant in central Pontedera, near Pisa, Tuscany. The permanent exhibition includes those items which toured prestigious venues such as the Guggenheim in New York and the Centre Pompidou in Paris. Also on display is, perhaps, the most famous Vespa of them all - the one personally customised by Salvador Dalí in 1962.
Post World War II Italy, in light of its agreement to cessation of war activities with The Allies, had its aircraft industry severely restricted in both capability and capacity. Piaggio emerged from the conflict with its Pontedera fighter plane plant completely demolished by bombing. Italy's crippled economy and the disastrous state of the roads did not assist in the re-development of the automobile markets. 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. The idea was to design a cheap vehicle for the masses.
The main stimulus for the design style of the Vespa dates back to Pre-WWII Cushman scooters made in Nebraska, USA. These olive green scooters were in Italy in large numbers, ordered originally by Washington as field transport for the Paratroops and Marines. The US military had used them to get around Nazi defence tactics of destroying roads and bridges in the Dolomites (a section of the Alps) and the Austrian border areas.
Aeronautical engineer Corradino D'Ascanio, responsible for the design and construction of the first modern helicopter by Agusta, was given the job of designing a simple, robust and affordable vehicle for Enrico Piaggio. The vehicle had to be easy to drive for both men and women, be able to carry a passenger, and not get its driver's clothes dirty.
Piaggio filed a patent for the Vespa scooter design in April 1946. The application documents referred to a "model of a practical nature" for a "motorcycle with rationally placed parts and elements with a frame combining with mudguards and engine-cowling covering all working parts", of which "the whole constitutes a rational, comfortable motorcycle offering protection from mud and dust without jeopardizing requirements of appearance and elegance". The patent was approved the following December.
The first 13 examples appeared in spring 1946, and reveal their aeronautical background. In the first examples, one can recognize the typical aircraft technology. Attention to aerodynamics is evident in all the design, in particular on the tail. It was also one of the first vehicles to use monocoque construction (where the body is an integral part of the chassis).
The company was aiming to manufacture the new Vespa in large numbers, and their longstanding industrial experience led to an efficient Ford-style volume production line. The scooter was presented to the press at Rome Golf Club, where journalists were apparently mystified by the strange, pastel coloured, toy-like object on display. But the road tests were encouraging, and even with no rear suspension the machine was more manoeuvrable and comfortable to ride than a traditional motorcycle.
Following its public debut at the 1946 Milan Fair, the first fifty sold slowly—then with the introduction of payment by installments, sales took off.
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