Vespa

Contents Preface

6

From Its Origins to the Present Day: Piaggio Beyond the Vespa

8

The Birth of the Vespa: From the Prototype to the First Model

24

The Models that Shaped History

36

Vespa’s Advertising and Communications

140

The Vespa Style: from the Movies to the World of Fashion

162

Around the World on a Vespa

170

Rallies, Records and Races

184

Signature Vespas: The Custom-made and the Artistic

204 5

Inner_Vespa_001_139_ING.indd 5

02/12/19 09:34

Contents Preface

6

From Its Origins to the Present Day: Piaggio Beyond the Vespa

8

The Birth of the Vespa: From the Prototype to the First Model

24

The Models that Shaped History

36

Vespa’s Advertising and Communications

140

The Vespa Style: from the Movies to the World of Fashion

162

Around the World on a Vespa

170

Rallies, Records and Races

184

Signature Vespas: The Custom-made and the Artistic

204 5

Inner_Vespa_001_139_ING.indd 5

02/12/19 09:34

From Its Origins to the Present Day: Piaggio Beyond the Vespa Retracing the most important phases in the life of

Piaggio slowly expanded his area of interest from the

Rinaldo Piaggio makes it easier to understand the con-

sea to include the land. Trains became his new business and

text in which the idea of building a vehicle like the

his carpenters were specialized in the repair and construc-

Vespa was conceived and developed. It is a good story,

tion of train cars for the largest train companies in Italy.

the classic story of an Italian endowed with brilliance

The “Finalmarina Factory” was created with his brother-in-

and character who was neither a poet, a saint nor a

law, Attilio Odero in 1906 and in 1908, bolstered by his

navigator but possessed an uncommon business sense.

He was born on July 15th, 1864 to Francesca Dapino

continuous business successes, Rinaldo Piaggio was named Knight of the Order of the Italian Crown.

and Enrico Piaggio, a ship builder and trader.

The second half of the 19th century was a particular moment in Italy’s history. Industry was taking off, there was a lot of room for those who had talent and initiative and Rinaldo Piaggio certainly had both. In Sestri Ponente in 1884, at the age of 20, he founded a ship furniture manufacturing company which would relaunch his father’s shipbuilding activities. His business sense was such that it was not long before he was working for every big shipyard in Genova, including Ansaldo and Odero. Business relationships became family relationships when Rinaldo married Niccolò Odero’s daughter. The success of his enterprises grew exponentially and with time, every Ligurian ship that was launched had something of him and his furnishings on board.

8 In Sestri Ponente, on September 24th, 1887, with a deed of incorporation, the limited partnership of Piaggio & Co. was officially formed to substitute the “Rinaldo Piaggio Company” that the twenty-year-old Rinaldo Piaggio had founded three years earlier.

9 A portrait of Enrico Piaggio’s son, Rinaldo, a precocious and ingenious businessman who surrounded himself with highly talented technicians.

9

Inner_Vespa_001_139_ING.indd 9

02/12/19 09:34

From Its Origins to the Present Day: Piaggio Beyond the Vespa Retracing the most important phases in the life of

Piaggio slowly expanded his area of interest from the

Rinaldo Piaggio makes it easier to understand the con-

sea to include the land. Trains became his new business and

text in which the idea of building a vehicle like the

his carpenters were specialized in the repair and construc-

Vespa was conceived and developed. It is a good story,

tion of train cars for the largest train companies in Italy.

the classic story of an Italian endowed with brilliance

The “Finalmarina Factory” was created with his brother-in-

and character who was neither a poet, a saint nor a

law, Attilio Odero in 1906 and in 1908, bolstered by his

navigator but possessed an uncommon business sense.

He was born on July 15th, 1864 to Francesca Dapino

continuous business successes, Rinaldo Piaggio was named Knight of the Order of the Italian Crown.

and Enrico Piaggio, a ship builder and trader.

The second half of the 19th century was a particular moment in Italy’s history. Industry was taking off, there was a lot of room for those who had talent and initiative and Rinaldo Piaggio certainly had both. In Sestri Ponente in 1884, at the age of 20, he founded a ship furniture manufacturing company which would relaunch his father’s shipbuilding activities. His business sense was such that it was not long before he was working for every big shipyard in Genova, including Ansaldo and Odero. Business relationships became family relationships when Rinaldo married Niccolò Odero’s daughter. The success of his enterprises grew exponentially and with time, every Ligurian ship that was launched had something of him and his furnishings on board.

8 In Sestri Ponente, on September 24th, 1887, with a deed of incorporation, the limited partnership of Piaggio & Co. was officially formed to substitute the “Rinaldo Piaggio Company” that the twenty-year-old Rinaldo Piaggio had founded three years earlier.

9 A portrait of Enrico Piaggio’s son, Rinaldo, a precocious and ingenious businessman who surrounded himself with highly talented technicians.

9

Inner_Vespa_001_139_ING.indd 9

02/12/19 09:34

In fact, in 1946 the scooter was used as a base to create

own with an evolution that included moving the motor to

“the smallest pick-up truck in the world”. The three-

the back, mounting an actual cabin and diversification ac-

wheeled Ape or Bee was produced a year later and present-

cording to the type of cargo. In some cases, it was possible

ed in the station wagon version known as the Calessino or

to choose between a steering wheel and the classic handle-

little buggy that would become famous as the “world’s

bars with the gearshift on the left, just like the Vespa’s. In

smallest taxi”.

2018, Piaggio presented two new vehicles to celebrate the

The vehicle was created specifically for heavy work and

seventieth anniversary of the Calessino launch: a limited,

while no changes were made to the front of the first mod-

numbered series of 70 exemplars of the version made to

els (the handlebars and the leg-protecting panel remained

transport people and the small Ape 50 fitted out with a

unchanged), two chain-driven wheels and a cargo bed were

low-emission motor that would respect the Euro 4 anti-

added on the back. Afterward, the Ape took on a life of its

pollution requirements.

20 This famous ad campaign from 1949 shows the Piaggio three-wheeler loaded with 1,000 lira banknotes flying up to the sky.

21 TOP The Ape was created only one year after the Vespa and had the same front end and motor. It could carry up to 440 lbs.

21 Bottom The Calessino, the little buggy, was the model that made the three-wheeler famous all over the world. It is still used as a minitaxi in many countries. In 2018, to celebrate its 70th anniversary, a limited edition of 70 vehicles was produced.

21

Inner_Vespa_001_139_ING.indd 20-21

02/12/19 09:34

In fact, in 1946 the scooter was used as a base to create

own with an evolution that included moving the motor to

“the smallest pick-up truck in the world”. The three-

the back, mounting an actual cabin and diversification ac-

wheeled Ape or Bee was produced a year later and present-

cording to the type of cargo. In some cases, it was possible

ed in the station wagon version known as the Calessino or

to choose between a steering wheel and the classic handle-

little buggy that would become famous as the “world’s

bars with the gearshift on the left, just like the Vespa’s. In

smallest taxi”.

2018, Piaggio presented two new vehicles to celebrate the

The vehicle was created specifically for heavy work and

seventieth anniversary of the Calessino launch: a limited,

while no changes were made to the front of the first mod-

numbered series of 70 exemplars of the version made to

els (the handlebars and the leg-protecting panel remained

transport people and the small Ape 50 fitted out with a

unchanged), two chain-driven wheels and a cargo bed were

low-emission motor that would respect the Euro 4 anti-

added on the back. Afterward, the Ape took on a life of its

pollution requirements.

20 This famous ad campaign from 1949 shows the Piaggio three-wheeler loaded with 1,000 lira banknotes flying up to the sky.

21 TOP The Ape was created only one year after the Vespa and had the same front end and motor. It could carry up to 440 lbs.

21 Bottom The Calessino, the little buggy, was the model that made the three-wheeler famous all over the world. It is still used as a minitaxi in many countries. In 2018, to celebrate its 70th anniversary, a limited edition of 70 vehicles was produced.

21

Inner_Vespa_001_139_ING.indd 20-21

02/12/19 09:34

The revolutionary result was obtained with no modern

The MP5 stirred no particular emotions in Enrico Piaggio

design study. It was based simply on functionality research,

and went down in history as rather undistinguished. On the

and made no concessions to luxury except the chromed

other hand, Corradino d’Ascanio’s MP6 hit the bullseye and

tube handlebars that were the only ones available at the

its informal baptism took place during the scooter’s first

time.

appearance, with no need for upper echelon summits or

Thus, the Moto Piaggio 6 or MP6 was born. It was offi-

meetings. When the president saw the scooter’s rounded

cially the first prototype of the definitive scooter and is still

backend from above, it immediately reminded him of a

a source of inspiration for the styles and technological

wasp’s abdomen and from that day on, the scooter that was

solutions of new generation Vespas. Over 70 years have

destined to become the most famous in the world has been

gone by but a number of the original drawings are still be-

known by the name of that very insect – the wasp or Vespa.

ing used: drawings of the anterior suspension inherited from an airplane and the forced-air cooling system with a fan fastened to the drive shaft that blows on the cylinder – still today the only effective technology for simple motors that have no radiator or water-cooled system.

30-31 The MP6 prototype predicted all of the key points that would later be introduced in the Vespa 98 series.

The project was not developed at the Pontedera factory but in Fornacette, a town about 3 miles to the west where the Technical Design Offices had temporarily moved to in 1945.

30

Inner_Vespa_001_139_ING.indd 30-31

31

02/12/19 09:34

The revolutionary result was obtained with no modern

The MP5 stirred no particular emotions in Enrico Piaggio

design study. It was based simply on functionality research,

and went down in history as rather undistinguished. On the

and made no concessions to luxury except the chromed

other hand, Corradino d’Ascanio’s MP6 hit the bullseye and

tube handlebars that were the only ones available at the

its informal baptism took place during the scooter’s first

time.

appearance, with no need for upper echelon summits or

Thus, the Moto Piaggio 6 or MP6 was born. It was offi-

meetings. When the president saw the scooter’s rounded

cially the first prototype of the definitive scooter and is still

backend from above, it immediately reminded him of a

a source of inspiration for the styles and technological

wasp’s abdomen and from that day on, the scooter that was

solutions of new generation Vespas. Over 70 years have

destined to become the most famous in the world has been

gone by but a number of the original drawings are still be-

known by the name of that very insect – the wasp or Vespa.

ing used: drawings of the anterior suspension inherited from an airplane and the forced-air cooling system with a fan fastened to the drive shaft that blows on the cylinder – still today the only effective technology for simple motors that have no radiator or water-cooled system.

30-31 The MP6 prototype predicted all of the key points that would later be introduced in the Vespa 98 series.

The project was not developed at the Pontedera factory but in Fornacette, a town about 3 miles to the west where the Technical Design Offices had temporarily moved to in 1945.

30

Inner_Vespa_001_139_ING.indd 30-31

31

02/12/19 09:34

Vespa 125 U 1952 - 1955 The Vespa was already in demand everywhere but Piaggio wanted to broaden its user base so, in the spring of 1952, the 125 U was put on the market. U was for Utilitaria or utilitarian but originally it was supposed to be named E for Economica or economical. It was a simplified model with fewer chromed details that listed for 130,000 lira (77 dollars today but, factoring in the buying power of the period, the equivalent of 23,000 dollars), 20,000 lira less than the highly popular standard 125. It was a promotional operation destined to lose money, since the savings in production would not be more than 8,000 lira. From a technical point of view, there was nothing new about it; the motor was the classic 125 with 4.5 HP (3.3 kW) and a speed of 43.5 mph (70 km/h). The simplification was in the accessories. It was available in one color only, the same green used for a low-cost model for the United States. The motor cowl was smaller and the headlight was on the handlebars instead of on the fender for the first time. The Vespa logo on the leg shield was no longer embossed in metal; it was a black decal instead. Despite its special price, the U never gained the success that Piaggio had expected and production was limited to 6,000 vehicles in the first and only series, most of which were sold abroad. A few hundred 125 Us were left in the Pontedera warehouse until 1955 and the last two were exported to Portugal on December 28th, 1961.

50 Top A close-up of the headlight that was on the handlebars rather than on the fender for the first time since 1946.

50

Inner_Vespa_001_139_ING.indd 51

51

02/12/19 09:35

Vespa 125 U 1952 - 1955 The Vespa was already in demand everywhere but Piaggio wanted to broaden its user base so, in the spring of 1952, the 125 U was put on the market. U was for Utilitaria or utilitarian but originally it was supposed to be named E for Economica or economical. It was a simplified model with fewer chromed details that listed for 130,000 lira (77 dollars today but, factoring in the buying power of the period, the equivalent of 23,000 dollars), 20,000 lira less than the highly popular standard 125. It was a promotional operation destined to lose money, since the savings in production would not be more than 8,000 lira. From a technical point of view, there was nothing new about it; the motor was the classic 125 with 4.5 HP (3.3 kW) and a speed of 43.5 mph (70 km/h). The simplification was in the accessories. It was available in one color only, the same green used for a low-cost model for the United States. The motor cowl was smaller and the headlight was on the handlebars instead of on the fender for the first time. The Vespa logo on the leg shield was no longer embossed in metal; it was a black decal instead. Despite its special price, the U never gained the success that Piaggio had expected and production was limited to 6,000 vehicles in the first and only series, most of which were sold abroad. A few hundred 125 Us were left in the Pontedera warehouse until 1955 and the last two were exported to Portugal on December 28th, 1961.

50 Top A close-up of the headlight that was on the handlebars rather than on the fender for the first time since 1946.

50

Inner_Vespa_001_139_ING.indd 51

51

02/12/19 09:35

Vespa 200 Rally

Historically, scooter experts have considered this model

Corradino d’Ascanio’s concept. The engineers were able to

the flagship where technology, fast touring and style con-

successfully design a fuel distribution similar to that of a

verge. It was the first to have the Spanish Femsa electronic

motorcycle. Nothing like it had ever been done by Piaggio

1972 - 1979

starter. It also had an automatic gasoline and oil mixer for

before, not even with the superfast GS that was considered

the Italian market, something Piaggio had already patented

its forerunner.

84

Inner_Vespa_001_139_ING.indd 85

in 1968 and presented on models destined to foreign mar-

It was the first time the company introduced a 200 cc

kets. The Rally 200 is the evolution of the 1968 180 and for

motor, which was overall the most powerful standard mo-

true believers such as the legendary test driver and pilot

tor (specialists in racing performance kits had reached

from Pontedera, Giuseppe Cau, it is the perfect essence of

231 cc).

85

02/12/19 09:35

Vespa 200 Rally

Historically, scooter experts have considered this model

Corradino d’Ascanio’s concept. The engineers were able to

the flagship where technology, fast touring and style con-

successfully design a fuel distribution similar to that of a

verge. It was the first to have the Spanish Femsa electronic

motorcycle. Nothing like it had ever been done by Piaggio

1972 - 1979

starter. It also had an automatic gasoline and oil mixer for

before, not even with the superfast GS that was considered

the Italian market, something Piaggio had already patented

its forerunner.

84

Inner_Vespa_001_139_ING.indd 85

in 1968 and presented on models destined to foreign mar-

It was the first time the company introduced a 200 cc

kets. The Rally 200 is the evolution of the 1968 180 and for

motor, which was overall the most powerful standard mo-

true believers such as the legendary test driver and pilot

tor (specialists in racing performance kits had reached

from Pontedera, Giuseppe Cau, it is the perfect essence of

231 cc).

85

02/12/19 09:35

Vespa LX 50-125-150 Since 2006 The LX was the 139th Vespa model presented in the sixty years following 1946 and was the most modern heir in the scooter’s unique history of style. It followed the ET, the model that energetically relaunched the scooter from Pontedera, and arrived just in time to celebrate the Vespa’s sixtieth birthday. The esthetic modifications it underwent were substantial but not excessive.

The continuity of the ET design was evident and despite its more modern, angular lines, it was immediately identifiable as a Vespa.

The LX’s handlebars were the ones introduced on the Granturismo and the scooter’s standard equipment package was richer. Its new elements were not limited to esthetics and, in fact, the technological modifications were the most important ones. For the first time on a small Vespa, the diameter of the front wheel was increased to 11 inches (the back wheel stayed at 10) to improve stability and handling. The braking system was unaltered: a disk in front and a drum in back.

It was available with four different Euro2-approved motors (the standard at the time): the two and four-stroke 50 cc and the more “adult” versions, the four-stroke 125 and 150 cc – all of which were strong, simple, air-cooled motors.

The LX was also the first small-bodied Vespa to mount electronic fuel injection on its four-stroke motors (a two-stroke direct injection motor was introduced on the ET2), which improved performance, mileage and emissions.

114

Inner_Vespa_001_139_ING.indd 114-115

115

02/12/19 09:35

Vespa LX 50-125-150 Since 2006 The LX was the 139th Vespa model presented in the sixty years following 1946 and was the most modern heir in the scooter’s unique history of style. It followed the ET, the model that energetically relaunched the scooter from Pontedera, and arrived just in time to celebrate the Vespa’s sixtieth birthday. The esthetic modifications it underwent were substantial but not excessive.

The continuity of the ET design was evident and despite its more modern, angular lines, it was immediately identifiable as a Vespa.

The LX’s handlebars were the ones introduced on the Granturismo and the scooter’s standard equipment package was richer. Its new elements were not limited to esthetics and, in fact, the technological modifications were the most important ones. For the first time on a small Vespa, the diameter of the front wheel was increased to 11 inches (the back wheel stayed at 10) to improve stability and handling. The braking system was unaltered: a disk in front and a drum in back.

It was available with four different Euro2-approved motors (the standard at the time): the two and four-stroke 50 cc and the more “adult” versions, the four-stroke 125 and 150 cc – all of which were strong, simple, air-cooled motors.

The LX was also the first small-bodied Vespa to mount electronic fuel injection on its four-stroke motors (a two-stroke direct injection motor was introduced on the ET2), which improved performance, mileage and emissions.

114

Inner_Vespa_001_139_ING.indd 114-115

115

02/12/19 09:35

Inner_Vespa_140_224_ING.indd 153 02/12/19 09:38

153 The elephant in this poster by Sandro Scarsi in 1961 represents the sturdiness of the Vespa.

152 A scooter driven by a globe was the clear international message of this advertisement from 1961.

Inner_Vespa_140_224_ING.indd 153 02/12/19 09:38

153 The elephant in this poster by Sandro Scarsi in 1961 represents the sturdiness of the Vespa.

152 A scooter driven by a globe was the clear international message of this advertisement from 1961.

Agility is fundamental on an obstacle course but it is

try Trophy in 1949. The mini-championship has three very

also a determining factor on city circuits, even when a

difficult trials: The Shield of the South, the 24 Hours and

scooter is significantly less powerful than the sports bikes

the Thousand Miles. Seven Vespa teams were registered

it is competing against, a fact demonstrated by the victo-

and all of them finished the three races with no penalties,

ries in the Lakes Trophy and the Florence Race in 1948.

passing motorcycles that were over four times more pow-

Even more significant was the Vespa’s success in the Indus-

erful than their own.

190 The Super Sport was a limited edition of racing Vespas.

Constructed in two batches, it had an 8 HP motor and a lightalloy body that kept its total weight under 132 lbs (60 kg).

During trial runs, it reached speeds of 72 mph (116 km/H).

190-191 Another version of the Super Sport that was introduced in 1950 was dedicated to the pilots who raced the 125s with fairings resembling those on the Vespas used to conquer endurance records. They were meticulously designed and could reach speeds of 80 mph (130 km/H).

190

Inner_Vespa_140_224_ING.indd 191

191

02/12/19 09:38

Agility is fundamental on an obstacle course but it is

try Trophy in 1949. The mini-championship has three very

also a determining factor on city circuits, even when a

difficult trials: The Shield of the South, the 24 Hours and

scooter is significantly less powerful than the sports bikes

the Thousand Miles. Seven Vespa teams were registered

it is competing against, a fact demonstrated by the victo-

and all of them finished the three races with no penalties,

ries in the Lakes Trophy and the Florence Race in 1948.

passing motorcycles that were over four times more pow-

Even more significant was the Vespa’s success in the Indus-

erful than their own.

190 The Super Sport was a limited edition of racing Vespas.

Constructed in two batches, it had an 8 HP motor and a lightalloy body that kept its total weight under 132 lbs (60 kg).

During trial runs, it reached speeds of 72 mph (116 km/H).

190-191 Another version of the Super Sport that was introduced in 1950 was dedicated to the pilots who raced the 125s with fairings resembling those on the Vespas used to conquer endurance records. They were meticulously designed and could reach speeds of 80 mph (130 km/H).

190

Inner_Vespa_140_224_ING.indd 191

191

02/12/19 09:38

Long before they discovered that they were riding an

just a few brush strokes, the master of metaphysics and

object that would find its place in New York’s Museum of

surrealism, Salvador Dalí, decorated the right side cowl,

Modern Art (the 1955 150 GS), Vespa riders gave in to the

wrote the name of his beloved wife and muse, Gala, and

fascination of personalization, exactly like the loyal fans of

signed his name on the scooter of two young men he met in

another two-wheeled icon, the Harley-Davidson. A wind-

Cadaquez. These were not just any two young men. They

shield, chromed detailing and special mufflers were part of

were two Madrid University students that, only a few days

basic customizing, at least up until 1962 when, a 150 S was

earlier, had departed on their own version of a trip “Around

transformed from vehicle to work of art in an instant. With

the World in 80 Days”, one of the first great rides in history.

208-209 The Spanish-made Vespa 150 S used by two university students to make a trip around the world in 79 days is probably the most valuable scooter in the world. The two cowls were painted and autographed by Salvador Dalí.

It is said to be the most valuable Vespa in the world even if some of the rarer and more sought after exemplars have been sold for five figures. But it is certainly not the only valuable one. Others include the very special version of a 125 Primavera from the 1970s fitted out in 2015 by Polini Motors, a company from Bergamo specialized in racing kits.

Besides being equipped with an array of specific parts, it was covered with over 500 extremely delicate sheets of 23k gold leaf. It was a limited edition that sold for 48,200 dollars (42,000 euros).

209 Number 1 of a series produced on request by Polini Motors: the elaboration kit that transforms it into a SuperVespa Primavera is hidden under a 23-K pure gold-plated body.

209

Inner_Vespa_140_224_ING.indd 208-209

02/12/19 09:38

Long before they discovered that they were riding an

just a few brush strokes, the master of metaphysics and

object that would find its place in New York’s Museum of

surrealism, Salvador Dalí, decorated the right side cowl,

Modern Art (the 1955 150 GS), Vespa riders gave in to the

wrote the name of his beloved wife and muse, Gala, and

fascination of personalization, exactly like the loyal fans of

signed his name on the scooter of two young men he met in

another two-wheeled icon, the Harley-Davidson. A wind-

Cadaquez. These were not just any two young men. They

shield, chromed detailing and special mufflers were part of

were two Madrid University students that, only a few days

basic customizing, at least up until 1962 when, a 150 S was

earlier, had departed on their own version of a trip “Around

transformed from vehicle to work of art in an instant. With

the World in 80 Days”, one of the first great rides in history.

208-209 The Spanish-made Vespa 150 S used by two university students to make a trip around the world in 79 days is probably the most valuable scooter in the world. The two cowls were painted and autographed by Salvador Dalí.

It is said to be the most valuable Vespa in the world even if some of the rarer and more sought after exemplars have been sold for five figures. But it is certainly not the only valuable one. Others include the very special version of a 125 Primavera from the 1970s fitted out in 2015 by Polini Motors, a company from Bergamo specialized in racing kits.

Besides being equipped with an array of specific parts, it was covered with over 500 extremely delicate sheets of 23k gold leaf. It was a limited edition that sold for 48,200 dollars (42,000 euros).

209 Number 1 of a series produced on request by Polini Motors: the elaboration kit that transforms it into a SuperVespa Primavera is hidden under a 23-K pure gold-plated body.

209

Inner_Vespa_140_224_ING.indd 208-209

02/12/19 09:38