The new Vespa Primavera was unveiled during the opening day of the EICMA motorcycle show in Milan on Tuesday. Inspired by one of the most beloved models in the history of Vespa, the Primavera, dating back to 1968, the 2014 model has a new design, dimensions and steel body, while maintaining the same stability, comfort and lightness.
Through the years, the 1968 Primavera has become a sort of a "status symbol,” a very popular sighting on Italian streets, a symbol of freedom, a scooter appreciated by both men and women.
The new Vespa Primavera also uses some of the style and technical features of the Vespa 946, the most technologically advanced Vespa model.
And Vespa’s new 946 model just recently debuted in the U.S. with a presentation at the Bulgari flagship store on 5th Avenue in New York City by Piaggio CEO and president Roberto Colaninno.
“2013 has been a remarkable year for Vespa, with the launch of the 946 and the presentation of the new Vespa Primavera at the EICMA motorcycle show in Milan,” Colaninno said.
Piaggio Group worldwide Vespa sales totalled 146,600 units, an increase of 21.3 percent over the same period in 2012 (although, it should be said, the biggest sales promo ever was Hollywood. In 1952, Audrey Hepburn side-saddled Gregory Peck's Vespa in the film "Roman Holiday" for a ride through Rome, resulting in over 100,000 sales).
Colaninno was presented with the NIAF Special Achievement Award in International Business at the National American Italian Foundation gala event in Washington, D.C. on October 26.
