Overview
- Thousands of Vespa enthusiasts from more than 60 clubs rode through Rome in a multi-day 80th‑anniversary program that included a Vespa Village, exhibitions and a parade past the Colosseum on Saturday.
- The Vespa began as a 1946 postwar design from Piaggio engineer Corradino D’Ascanio and has sold about 20 million units worldwide, gaining fame in films like Roman Holiday and symbolizing Italian style.
- Piaggio reported a near 12 percent drop in revenue and almost a 50 percent fall in net profit for 2025, with scooter demand declining since 2022 and the electric Vespa remaining a niche product.
- CEO Matteo Colaninno says the company will focus on renewing the brand and positioning Vespa as a premium product to protect margins rather than chase volume.
- The Vespa has lost market share in Italy to cheaper Asian models, with Honda’s SH registered about five times more often than Vespa last year, a trend that could pressure Piaggio’s strategy and make electric uptake critical to watch.