Vespa's Slogans & Taglines

Vespa is an Italian luxury brand of scooters and mopeds manufactured by Piaggio. Born from Italy's post-war reconstruction in 1946, the brand was created by aeronautical engineer Corradino d'Ascanio, who designed the original MP6 prototype. When Enrico Piaggio heard the buzz of its 98cc engine, he exclaimed "It sounds like a vespa!" (wasp), giving the brand its iconic name. The scooter revolutionised urban mobility with its functional, aerodynamic design and step-through frame, offering an affordable, stylish alternative to automobiles. Over nearly eight decades, Vespa has produced over 18 million units across legendary models including the 50, 125 Primavera, and 90 Super Sprint, evolving from a practical vehicle into a global lifestyle symbol. Brand messaging has evolved from the 1950s linguistic revolution "Vespizzatevi!" and the 1969 campaign "Chi Vespa mangia le mele" to the modern call to action "Let's Vespa", embodying freedom, style, and Italian ingenuity.