Rebirth

Piaggio came out of the conflict with its Pontedera plant in complete ruin. Enrico Piaggio was at the helm, having taken over from his father Rinaldo. Concerned about the disastrous state of the roads and the Italian economy, Enrico decided to focus the Company's attention on the personal mobility needs of the Italian people.

Enter Corradino D'Ascanio, Piaggio's ingenious aeronautical engineer who designed, constructed and flew the first modern helicopter. D'Ascanio set out to design a simple, sturdy, and economical vehicle that was also comfortable and elegant.

D'Ascanio, who could not stand motorcycles, dreamed up a revolutionary new vehicle. Drawing from the latest aeronautical technology, he imagined a vehicle built on a "monocoque" (French for "single shell") or unibody steel chassis. Furthermore, the front fork, like a plane's landing gear, allowed for easy wheel changing. The result was an aircraft-inspired design that to this day remains forward-thinking and unique among all other two-wheeled vehicles.

Upon seeing the vehicle, Enrico Piaggio remarked "Sembra una Vespa!" ("It looks like a wasp!") This was a real two-wheeled utility vehicle. But it did not resemble an uncomfortable and noisy motorcycle. The steel frame's shape protected the rider from road dirt and debris. It emanated class and elegance at first glance.

By the end of 1949, 35,000 units had been produced. Italy was getting over its war wounds and getting about on Vespas. In ten years, one million were produced. By the mid-fifties, Vespa was being produced in Germany, Great Britain, France, Belgium, Spain and, of course, Italy.

Vespa has lived on from one generation to the next, subtly modifying its image each time. The first Vespa offered mobility to everyone. Then, it became the two-wheeler of the post war economic boom. During the sixties and seventies, the vehicle became a symbol for the revolutionary ideas of the time. Advertising campaigns like "He Who Vespas, eats the apple", and films such as Quadrophenia have symbolized eras in our history.

And the story continues today with the new generation of Vespa models, which range from the Granturismo and Granturismo Sport (GTS), the largest and most powerful Vespas, to the LX and S, the latest restyling of the classic Vespa design.

Vespa is not just a scooter. It is one of the great icons of Italian style and elegance, and with more than 16 million units produced, is well known throughout the world. For more than 60 years, Vespa has fascinated millions of people and given the world an irreplaceable icon of Italian style and a means of personal transport that has become synonymous with freedom.

Enrico Piaggio, son of founder
Rinaldo Piaggio, surrounded by Vespas

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The very first Vespa was produced in 1946.

Many early 1970s print advertisements featured apples and youthful faces.