Vespa: A Style Icon Returns to the U.S.

30 August 1999

    CARMEL, Calif., Aug. 27 -- Capitalizing on America's
nostalgia for glamour and romanticism, Piaggio will re-introduce its iconic
Vespa motor scooter to the United States in 2000.  The announcement was made
here today by Giancarlo Fantappie, president of Piaggio USA Inc., a wholly
owned subsidiary of Piaggio & C. Spa, Pontedera, Italy.
    (Photo:  http://www.newscom.com/cgi-bin/prnh/19990827/NYF007 )
    Epitomizing Italian chic, the modish scooter -- once the stylish means of
transportation for screen legends -- is winning over a new generation of
American trendsetters and style arbiters including Jerry Seinfeld.  Seen in
movies, music videos and fashion spreads, pop culture is clearly embracing the
classic appeal of the Vespa.
    "The climate is right to reintroduce the Vespa to the American public.
There is a growing market of individuals who will value its freedom, lifestyle
and fashion statements.  For Americans, the desire to attain Audrey Hepburn
style and elegance is a timeless pursuit," said Peter Laitmon, U.S.
representative for Piaggio USA Inc.
    Hepburn is particularly relevant to the wide popularity of the Vespa as
she and Gregory Peck were first to introduce the sleek, romantic vehicle to
Americans in the classic film, Roman Holiday.
    The voguish scooter, as well as a Vespa line of designer clothing and
fashion accessories, will be marketed together in a boutique environment.
Piaggio will be seeking and working with preferred partners.
    Entrenched in the fashion-conscious European culture for decades, Vespa's
popularity continues to grow, evidenced by current annual sales of more than
one million units.
    Piaggio USA Inc. is a wholly owned subsidiary of Piaggio & C. Spa,
Pontedera, Italy.