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Despite the symbolic capital and the global commercial success of the Vespa scooter, there is no academic book dealing with its history, only literature produced by the company itself or by scooter enthusiasts. The origins of the Vespa are shrouded in mist, entrusted more to myth than to historical truth. Based on lengthy research carried out in Piaggio’s historical archives and on an interdisciplinary approach, this volume aims to fill this gap. It shows how the Vespa took techniques from the most advanced aeronautical industries in the world, adapting and hybridizing them in an original way, and how the company disseminated its models in the transnational social space.
April 1946 was the debut date of the revolutionary little two-wheel vehicle, which, as well as leaving an indelible mark on the history of transport, became a real cultural phenomenon to successive generations. Simple and elegant, practical and comfortable, these are some of the characteristics that have ensured the popular scooter an unrepeatable success, with 35,000 of them built in 1949 alone. Sixty-five years after its birth, the Vespa, of which over 17 million have been produced, has affirmed itself throughout the world. This book covers the fascinating epic of the Vespa, from its debut to the present day, through hundreds of pictures and invaluable documents of its various epochs.
This appealingly quirky book captures the personality, individuality and style of the world of Vespa through an eye-catching array of period photographs, including Vespa’s imaginative promotional material. Celebrities and girls seem ever-present through the pages, but there is plenty of technical interest to satisfy mechanically minded Vespa enthusiasts. First published in 1993, the 2nd edition includes celebrity and quirky photos alongside the more standard shots illustrating model evolution.
The Vespa is an Italian icon--and here is the official story of the brand since its legendary creation, more than 70 years ago. The Vespa is not just any scooter, it is THE scooter, known and loved all over the world. Follow its more-than-70-year history, from its debut in 1946 to signature, custom-made artistic vehicles. This lavishly illustrated volume retraces the Vespa's origins, exploring its most important and influential models (including the 125 Elastico, which met clients' demands for higher performance, and the Elettrica and Elettrica X, both with hybrid motors); the brand's advertising and communications, complete with vintage calendars; and its place in sports, films like Roman Holiday, fashion, and beyond. Engaging anecdotes and images--some never-before published--illustrate the never-ending evolution of a piece of Italy that has conquered all five continents and sold over 18 million vehicles.
Eighteen million Vespas have buzzed their way into the world since 1946. Stood end to end, they would form a line measuring 20,000 miles in length. The secret of the Vespa scooter's success lies in its uniqueness, in the unmistakable sheet metal skin that, over the span of decades, has proven its versatility without ever abandoning its familiar face. Today, the Vespa shines forth like a lighthouse from the monotonous sea of industrial mass production. Nowhere else can one buy a factory-new legend. Presented here is the history of Vespa, from its beginnings to the present day, clearly arranged, understandable for all, and, above all, describing even the tiniest detail in an unprecedented form. An illustrated chronicle, with all the information needed for complete understanding. The result is a Vespa book, through and through - as unique as the Vespa itself, with illustrations that have never been seen before. It is a volume that lets the reader become immersed in the culture of Vespa and la bella vita.
In time for Vespa's 75th anniversary, Vespa: Style and Passion is the official history of the iconic Vespa scooter, with rich visuals that include studio images, period advertisements, and rare archival photographs.
Now a venerable icon of Italian style, the internationally known quintessential scooter - the Vespa - was once a two-wheeled revolution, offering mobility to everyone. Today it has come to symbolize scootering status, style, and freedom. As Vespa reaches its 60s without showing a wrinkle, this book celebrates its decades of incomparable spirit. In glowing images and words, the book shows Vespa in its many guises—as the two-wheeled vehicle of the post-war economic boom; as the symbol of the forward-charging ideas of the 1960s; appearing in romantic films such as Roman Holiday; and promoted in delirious ads that claimed, “Whoever Vespas, eats apples.” Decades of period ads and famous calendars are included, as well as technical and production information on every model ever built, including rare prototypes and variants. Each model is detailed in over 30 categories, from engine specs to production facts. Filled with stunning color photos and illustrations, the book is itself a stylish tribute to the iconic vehicle it celebrates. Author Giorgio Sarti knows Vespa, and this book is a thorough and thoroughly enchanting tribute to the scooter as it has sped through history, meaning something new to each generation, and in the process making its unique mode of personal transport synonymous with freedom. Officially licensed and includes a foreword from Piaggio Group President Roberto Colaninno.
The Vespa's history is a fascinating and varied one. The scooter has stamped it's mark on an entire epoch. For almost 60 years, the Vespa has fascinated millions, giving the world a unique image of Italian design and remaining the means of transport most synonymous with freedom. Produced in 1946, the first Vespa offered mobility to everyone. Italy was getting over its war wounds and getting about on a scooter. During the "Dolce Vita" years, "Vespa" meant "scooter"; foreign newspaper correspondents described Italy as "Vespa country", and the role Vespa played in Italian society is shown by its appearance in dozens of films. Then, it became the two-wheeler for the time of the economic boom. And during the 1960s and 1970s, it was the vehicle for the propagation of the revolution of ideas that the kids of those years were establishing. Now the Vespa provides the perfect solution to today's congested cities. Spanning 336 pages and featuring over 300 original photographs, many rare and unseen, Vespa, delves into the facets of the famous brand from its innovative technical and stylistic design to its freedom-inspired customers. Divided into 6 chapters, each chapter details not only the evolution of the company and the development of the models but also the impact Vespa has had on the worldwide culture. The book is packed with unusual photographs from the Vespa archives, featuring all the models, famous faces, races and much more.
When it was first introduced in 1949, the Vespa scooter was an entirely new type of vehicle, the result of a flash of inspiration followed by innovative engineering and astute marketing. The author tells the story of this remarkable two-wheeler, from its Italian origins through 40 years of development, with anecdotes about the machines and the colourful characters involved with them.