Piaggio USA, Inc.: Vespa Reintroduction campaign
Ed DingerOVERVIEW
The Vespa motor scooter gained worldwide fame when one was ridden by actress Audrey Hepburn in the 1950s film Roman Holiday. Manufactured by Italian company Piaggio & C. SpA, the Vespa became an international cultural icon, known primarily for its style. By the mid-1980s, however, the scooter had failed to keep up with engine design and failed to meet more stringent U.S. emissions standards. Rather than update the engine, Piaggio simply pulled out of the market. Fifteen years later Vespa was able to meet emissions levels and once again...