Design icon Modified Vespa as popular in the mods/skinhead culture. With its elegant lines and classic aesthetics, the Vespa is recognized as the epi

Design icon
Modified Vespa as popular in the mods/skinhead culture.

With its elegant lines and classic aesthetics, the Vespa is recognized as the epitome of Italian design. In recent years, many urban commuters have purchased new or restored Vespas. A shortage of available parking for automobiles in large urban areas and the Vespa's low running costs are two reasons for the increase in Vespa (and other scooter) popularity. The cultural use of the scooter as a recreational vehicle with a sub-cultural following in the USA/Canada and parts of Europe & Japan has also contributed to the rise in Vespa ownership. In contrast, the Vespa is considered a utilitarian vehicle for hauling products and sometimes up to 5 family members in much of Asia and Mexico

Vespa enthusiasts can visit the comprehensive Piaggio Museum & Gift Shop adjacent to the plant in central Pontedera, near Pisa, Tuscany. The permanent exhibition includes those items which toured prestigious venues such as the Guggenheim in New York and the Centre Pompidou in Paris. Also on display is, perhaps, the most famous Vespa of them all—the one personally customised by Salvador Dalí in 1962. The helpful museum staff speak English.