50th Anniversary of Vespa USA 50cc Scooter

May 24, 2013
Courtesy of Amanda DeMarcus
The worlds most recognized scooter brand highlights five decades of smart metro mobility  freedom and fun.
The world’s most recognized scooter brand highlights five decades of smart metro mobility, freedom and fun.

Piaggio Group Americas, the North American subsidiary of the Piaggio Group’s iconic Vespa scooter brand is celebrating the 50th anniversary of the Vespa 50cc motor scooter, the proven global and storied “must-have” for smart metro mobility and leisure time fun for decades in Europe and the U.S., with a user-generated digital and social campaign. From historic touch points and pop culture decade highlights to first-person owner contributions about the ease and low cost of ownership and varied lifestyle uses, the five-week campaign highlights the Vespa 50cc’s influence on the transportation and cultural landscape since its 50cc engine inception in 1963. Owners and fans are encouraged to share their 50cc stories on Vespa’s digital lifestyle destination lavespavita.com and submit photos via Twitter or Instagram.

While today’s owners are attracted to Vespa for its style and fashion-forward appeal many riders are attracted to the environmental and cost savings associated with Vespa ownership too. In addition to exceeding the most stringent U.S. environmental regulations, Vespa owners can also achieve economic savings. The monthly payment of a Vespa 50cc can cost less than a monthly Metrocard subway pass in New York City ($97.38 per month based on purchase of a Vespa S 50 at $3299 financed at 3.99% for 36 months vs. an unlimited Metrocard at $112 per month).
The Catalyst of a Cultural Phenomenon
The Vespa 50 has been cruising college campuses, seaside beach resorts and campgrounds for 50 years. In 1963, the Vespa 50cc became an instant hit with the Italian youth and the transportation craze soon spread throughout Europe. The Vespa 50 became the vehicle of the revolution generation during the turbulent and heady times of the sixties. The original Vespa 50 spawned generations of riders and enthusiasts while cementing Vespa’s place in popular culture.
Over the last five decades, the 50cc model has continued from a storied lineage of the 50 Special, the 50 Super Sport and the PK 50. The 2013 Vespa LX 50 and Vespa S 50 models continue the long line of elegant, smart, economical and fun Vespa 50cc scooters. To keep the 50cc torch burning strong and to highlight more than five decades of stylized smart mobility, freedom and fun, Vespa USA invites owners to share their two-wheel love affair and adventures online.
How To Get Involved and Empowered With Vespa

Vespa owners or fans of the brand can submit photos that capture their Vespa experiences via Flickr or Instagram by
using the hashtag #VESPAVITA. To learn more about how to contribute to La Vespa Vita’s Mosaic and be featured in
the Blog and Style Book please visit www.lavespavita.com.
Digital Campaign Highlights
Vespa 50cc History – Each Monday for five weeks, Vespa USA will be sharing exclusive content about the history of
the Vespa 50cc, from archived vintage advertisements to rare technical drawings, via the Vespa Americas Facebook
and Twitter sites , encouraging Vespa owners, fans and enthusiasts to post their contributions and be featured.
Vespa Pop Culture by the Decade – Every Wednesday Vespa USA will revisit important art, pop culture, fashion,
music, and films from each decade, with a uniquely Vespa perspective.

How Do You Vespa? – Each Friday, Vespa USA will feature passionate Vespa owners who share their stories and
photos of their favorite experiences aboard a Vespa.
Special Offer for New Vespa Riders
To support the 50th Anniversary of the Vespa 50cc, Vespa USA launched a targeted digital advertising campaign,
including Google and Facebook media that promotes a special offer for new Vespa riders: 1.99% financing and a free
extended 2-year warranty (a $350 value). You can find details here: 50cc.discoverpiaggio.com/.  

For more information about the 2013 Vespa model lineup visit: www.vespausa.com, www.vespa-canada.ca. Social Media: www.facebook.com/VespaUSA, www.twitter.com/vespausa and www.lavespavita.com.

For more information about Piaggio Group’s additional 2013 50cc motor scooters, including the Piaggio Fly 50 and
Typhoon 50, and the Aprilia SR 50 and SR Motard 50, please visit www.piaggiousa.com and www.apriliausa.com
About The Piaggio Group:
Established in 1884 by Rinaldo Piaggio and based in Pontedera in Pisa, Italy, the Piaggio Group is one of the world’s top manufacturers of two-wheel motor vehicles. With more than 8,500 employees, an annual production of 615,500 vehicles in 2012, five R&D centers, six production facilities in Europe and Asia and worldwide commercial operations, the Piaggio Group has a strong and increasing leadership in the European twowheeler market. The company produces scooters, motorcycles and mopeds in the 50cc to 1,400cc displacement range, marketed under the Piaggio, Vespa, Aprilia, Moto Guzzi, Gilera, Derbi and Scarabeo brands. The Group also manufactures three- and four-wheel light transportation vehicles for the Ape, Porter and Quargo ranges.