BUCHAREST UNIVERSITY OF ECONOMIC STUDIES

THE FACULTY OF MARKETING

Project for Product Design and Aesthetics

The contribution of design and aesthetics to the development of the

VESPA market

Staicu Ana-Maria
Theil Mara
Tibuliac Alexandra
Uta Cristina
Velicu Alexandru
Group 1722, Series D, Year 2016
Bucharest
2016
INTRODUCTION

Motivation for choosing the product

We chose this product due to its image as an icon, its particular design and the way it
managed to still be popular today, after so many years. Vespa proved it deserves the place it
has today because it has adapted to every change of our society and to our demands.

The need of the product (from the consumer perspective)

In the context of the post war Italy, Piaggio, the manufacturer of Vespa, decided to leave the
aeronautical field (after one of their plants was demolished by a bomb) and they addressed
to Italy’s urgent need for modern and affortable mode of transportation for the masses.
After the World War II, Italy was recovering and Italians didn’t have money to spend on cars
and even so, the roads were in a very bad shape. The need of transportation still existed but
the conditions changed. Vespa responded very well to the consumer’s need by creating a
cheap scooter that is easy to operate and convenient to park and store.

History / the evolution of product design (who, where and when invented it; the most
important moments in the development of product design; which were the main factors that
contributed to its evolution)
Piaggio, the manufacturer of Vespa, initially produced locomotives and railway carriages,
then, during the World War I, they produced aircrafts. Later on, during the second World
War II, they focused on producing bomber aircraft. Italy's crippled economy and the
disastrous state of the roads did not assist in the redevelopment of the automobile
markets. Enrico Piaggio, the son of Piaggio's founder Rinaldo Piaggio, decided to leave the
aeronautical field in order to address Italy's urgent need for a modern and affordable mode
of transportation. The idea was to design an
inexpensive vehicle for the masses and that is
how Vespa was created.
In 1944, Piaggio engineers Renzo Spolti and
Vittorio Casini designed a motorcycle with
bodywork fully enclosing the drive train and
forming a tall splash guard at the front. Officially

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The M5
known as the MP5 ("Moto Piaggio no. 5"), the prototype was nicknamed "Paperino" (either
"duckling" or "Donald Duck" in Italian). Piaggio was displeased with the MP5, especially the tall
central section. He contracted aeronautical engineer Corradino D'Ascanio, to redesign the scooter.
D'Ascanio, made it immediately known that he hated motorcycles, believing them to be bulky, dirty,
and unreliable.

D'Ascanio's MP6 prototype had its engine mounted beside the rear wheel. The prototype had a
unit spar frame with stress-bearing steel outer panels. These changes allowed the MP6 to have a
step-through design without a centre section like that of the MP5 Paperino. Other features of the
MP6 were similar to those on the Paperino, including the handlebar-mounted controls and the
enclosed bodywork with the tall front splash guard. Upon seeing the MP6 for the first time, Enrico
Piaggio exclaimed: "Sembra una vespa!" ("It resembles a wasp!") Piaggio effectively named his new
scooter on the spot.

Piaggio filed a patent for the Vespa scooter design in April 1946. The application documents
referred to a "model of a practical nature" for a "motorcycle with rationally placed parts and
elements with a frame combining with mudguards and engine-cowling covering all working parts", of
which "the whole constitutes a rational, comfortable motorcycle offering protection from mud and
dust without jeopardizing requirements of appearance and elegance". The patent was approved the
following December.

Improvements were made to the original design and new models were introduced. The
1948 Vespa 125 had rear suspension and a bigger engine. The headlamp was moved up to
the handlebars in 1953, and
had more engine power and a
restyled rear fairing. A cheaper
spartan version was also
available. One of the best-loved
models was the Vespa 150 GS
introduced in 1955 with a
150 cc engine, a long saddle,
and the faired handlebar-
headlamp unit. Then came the
Vespa 125 Primavera and it
became one of the most
durable of all.

Vespas came in two sizes, referred to as "largeframe" and "smallframe". The largeframe
Vespa evolved into the PX range in the late 1970s, Piaggio then reintroduced the PX 125 and
200 models in 2010. The smallframe evolved into the PK range in the early 1980s, although
some vintage-styled smallframes were produced for the Japanese market as late as the mid-
1990s.

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In the 90s, The ET model range stuck true to the wasp/aero design principles. It was lighter,
more aerodynamic, had an automatic gearbox and could take a series of engines from a
50 cc in either two-stroke or four-stroke, up to a 150 cc four stroke

Piaggio/Vespa is developing a range of hybrid Vespa LX 50

scooters. Two models are being developed at
present, based on the Vespa LX 50 and the Piaggio
X8 125

Vespa is considered to be a design icon. Even 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. Another thing that contributed
to Vespa’s evolution was subcultures such the mode in the 60s.

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I. GENERAL MARKET AND PRODUCT CHARACTERISTICS

Market description (to whom it is addressed the product, potential buyers)

The delicate Vespa was invented by Enrico Piaggio, the son of Ricardo Piaggio, as a viable alternative
to the automobile. At first, it was addressed to Italian people that was recovering from World War II
and needed a modern and affordable mean of transportation. As the Vespa was launched in 1946, it
became a national trend. After that, the world started to see it as a major success and Enrico Piaggio
decided to spread of the Vespa abroad, creating an extensive service network all over Europe and the
rest of the globe. The customers were from all social classes: from day to day citizens to movie stars
such as Audrey Hepburn, Gerard Depardieu or Jude Law.

The main players on the market (companies that sells the product)
Bayerische Motoren Werke (BMW)

BMW, founded in 1916, is a German luxury vehicles, motorcycle and engine manufacturing company.
It is also known for producing Mini cars and serves as the patent company of Rolls-Royce Motor Cars.
The company has been producing motorcycles under BMW Motorrad since 1923.

YAMAHA MOTOR

Yamaha Motor Company Limited, founded in 1955, is a Japanese manufacturer of motorcycles,

scooters, boats and other motorized products.

HONDA MOTOR

Honda Motor Co., Ltd, founded in 1937, is a Japanese public multinational corporation primarily
known as a manufacturer of automobiles, motorcycles and power equipment. It is known to have
been the largest motorcycle manufacturer since 1959, as well as the world’s largest manufacturer of
internal combustion engines.

Estimates for the growth market potential of the product

Since Vespa was first released on the market in 1946, it has recorded a continuous growth. In 1946,
Piaggio put on the market 2,484 scooters and by 1948 a number of 19,822 was registered. In 1953
the 500,000th unit left the line, followed by the millionth in June 1956. In 1960 the Vespa passed the
2 million mark, in 1970 it reached 4 million and over 10 million in 1988, making it an unique
phenomenon in the motorized sector. The company has sold over 16 million units up to date and the
growth seems to remain constant, Vespa being a preferred alternative to the car or bicycle.

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II. CASE STUDY: Piaggio & C. SpA
SPECIFIC CHARACTERISTICS OF VESPA

2.1. General description of the main characteristics of the product (1/2 page)
The most important characteristic the Vespa possesses is the mobility it offers to the drivers on the
crowded streets. The unique design of the Vespa has differentiated it from other products. The first
designer who produced it did not like motorcycles because he found them uncomfortable,
unappealing and hard to repair if they suffered any damage. However, because he was specialized in
aeronautics, he came up with solutions to every problem. So the elegant Vespa was created by
designing a body that would protect the driver from dirt while also having practicle features such as
gear level on the handlebar or a system to make tyre changing easier to be added to the vehicle. The
signature of the Vespa consists not only from its unique design, but from the colors chosen. The
range of colors varies from pastels to darker colors that go in perfect harmony with the leather chair
designed for A+ comfort. One important characteristic is that the Vespa has always kept the same
line of design, adapting to current times. Also, it can be customized to the will of every individual.

2.2. Value proposition – the value offered to the consumer through design and aesthetics
(1/2 page)

Consumer benefits from using the Design and aesthetics characteristics that
product support the benefit
1. Aerodynamics The curved shape of the body confers both
protection and speed

2. Style 1. The colors used express different emotions

and trends

2. The beauty line is mostly used in the design of

the scooter, conferring an elegant look

3. The overall products takes the customer back

to the 1950s because of the vintage aspect that
was not replaced over the years

3. Performance Even though the product has not changed much

throughout the years, the vintage style is
combined with the latest technology so that the
customer experiences the same classic scooter
but with new futuristic features.

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2.3. Comparative analysis of the [product X] and 3 similar products produced by other
companies (1/2 page)
The main competitors of Vespa are Yamaha, Honda and BMW. The main similarity between them is
that they all produce last technology scooters under different names. Even though Honda and BMW
are known to produce cars also, what makes Vespa thrive in the scooter industry is that it values the
aesthetics and authenticity more. As the name itself takes your mind to the wasp looking scooter, it
is safe to say that the strongest point Vespa has over the others is the company’s demand to
preserve the history of their product. The competitors Yamaha, Honda and BMW focus more on the
mechanic part of their scooters neglecting the overall design whereas the Piaggio Group that
produces Vespa adapts the lastest technology to the vintage look the whole world recognizes,
creating the unique combination between the elegant design and the newest technology. Also, being
considered a premium product, Vespa has produced some limited edition scooters in collaboration
with designer houses such as Emporio Armani.

Even though the other competitors are specialized in engine manufacturing or even car making, what
makes the Vespa a different experience is that the company intends to stick to its roots in terms of
models.

2.4. Specific geographical features of the product (1/2 page)

Vespa’s largest market by all measures globally is still Italy, followed by the United Kingdom. The
Italian print has stuck to Vespa throughout the years. Even though there are production plants in
Indonesia, India, Taiwan and UK, the biggest part of the production process happens in Italy,
maintaining the value of the brand as an Italian one.

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III. PROMOTING THE PRODUCT THROUGH DESIGN AND AESTETICS

3.1. Promoting the product through label and packaging

Label

Apart from the logo, on a Vespa you can find a warning label sticker for the back of handlebars on all
USA model Vespa and Piaggio models. These are needed when a sticker gets damaged or a body
panel gets repainted. This sticker warns you to wear a helmet, not to ride drunk, slow down on
slippery surfaces, and read the owners manual, which are all good reminders.

Packaging
Due to the fact that you can only buy a Vespa from a dealership, the scooter does not have a
package.

3.2. Design and aesthetics of the commercial space

To understand better the online presence of Vespa, you need to know the Vespanomics
term, which means the ecological, economic and personal satisfaction one achieves after
buying a Vespa scooter. Vespanomics promotes embracing motor scooters as an alternative
form of transportation to reduce oil consumption, pollution and traffic congestion.
One of the most significant presences of Vespa in the social media was on Youtube, when
they created the Vespanomics Video Contest. The main topic was Go Green Challenge, which
gathered a lot of subscribers.
On the Electronic Media, Vespa gathered a lot of members on Facebook and Flickr. On
Facebook they were 253 groups about Vespa globally, who were mostly college students and
young professionals. Almost the same happened on Flickr, where existed 252 groups about
Vespa and thousands of photos tagged as Vespa.
What they did on the social media was really smart, trying to attract more customers. On
Facebook, they developed an application including Vespa Cartoon photo customization. On
their website, they selected the photos from Facebook (Vespa cartoon photo customization).
On Flickr they built up a Vespa Contest Group, in order to identify enthusiasts and send out
messages.

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3.3. Design and aesthetics of visual communication forms

Vespa’s most successful advertising campaign came about as a result of perfect product placement in
the feature film Roman Holiday. When Gregory Peck and Audrey Hepburn appeared in the romantic
comedy together riding a 1953 Vespa through the streets of Rome, sales of the scooters more than
doubled, thereby securing Vespa’s place in cultural and cinematic
history.

Since this early success on the silver screen, Vespas have continue
to appear a variety of different media, including feature films,
television shows and commercials, music artwork, and music videos.
However, the primary format for Vespa advertising continues to be
print media, where their iconic ads continue to attract many new
customers to the world of scooters.

The Vespa in Advertising™ collection showcases examples of the

relationship between the Vespa scooter and the Print Media.

Vespa Fuel Economy Print Ad from 1964

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IV. PRODUCT IMPROVEMENT THROUGH DESIGN AND AESTHTICS
FROM THE CONSUMER PERSPECTIVE

4.1. Problems encountered by consumers in using the product

Vespa generally works well, is easy to handle so consumers do not encounter
difficulties in figuring out how to use it. Still, as any other product, it has some issues.
Apparently, when riding it in the rain, the operation seems very stressful and tiresome due
to the fact that the grip is reduced, the visibility is low, also, when riding one becomes
unconscious of the motorists around him and it could lead to accidents. This is an example of
a risky situation so it is not recommended for one’s safety to ride a Vespa in bad weather.
Nevertheless, overall, Vespa provides safety and high proficiency when using it.

4.2. Proposed solutions to improve the usability of the product from the consumer
perspective

Taking into consideration the fact that Vespa reveals its issues during rainy weather,
wheels should be checked and changed(in case they need to be changed) periodically in
order to increase the adherence and also for the rider to feel safer. The grips could be
modified to be more prominent and redesigned for the palm to fit better because this way
the motocycle would be easier to be handled. The brakes of the Vespa are considered to be
of high quality but they might be improved though. Also, the rear-view mirrors and the chair
should be able to be readjusted according to position of the driver.

4.3. Proposed solutions to improve the aesthetics of the product from the consumer
perspective

All Vespas are generally designed according to the same pattern, the classic one; so
there are many options for aesthetic changes. For instance, the rear-view mirrors could be
projected under different shapes: quadratic, rectangular. Regarding the print, a model of
Vespa designed in a hippie style would look very interesting; especially in a mat colors taking
into consideration the fact that most of the motorcycles are glossy. Even the tapestry work
of the chair could be customized according to the client’s desires.

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V. PRODUCT IMPROVEMENT THROUGH DESIGN AND AESTHTICS
FROM THE COMPANY PERSPECTIVE

5.1. Problems encountered by the company regarding the development/production and

the marketing/commercialization of the product

In the 1950s, there was very limited production of scooters in India. Scooters were being
manufactured only by Automobile Products of India (Lambretta) and BTC (Vespa). In those days,
there was a huge demand for scooters in India and a shortage of supply. In 1972, Kinetic Engineering
Ltd entered the Indian scooter market. In the 1980s, Bajaj scooters had more than a 60 % market
share in the scooter segment.

In 2012, with its re-entry, the Vespa aimed to connect with the youth. It created a digital
campaign in collaboration with OgilvyOne Worldwide and Meridian Communications . As part of the
digital campaign, Piaggio created a 'Once upon a Vespa' contest. This contest’s prime focus was on
giving the brand’s origin, its effect on the global two-wheeler market, and its impact on the popular
culture. This contest provided participants an opportunity to win a trip to Italy, Vespa scooters, and
other prizes. It educated Indians about the Vespa’s rich heritage and culture in a fun way.

5.2. Proposed solutions to increase product profitability

There is nothing cooler than a Vespa. Supremely versatile, it's the perfect thing to drive
around in a small town or on a resort island when you just need to get from A to B. In those
situations, cars can be clunky and overrated. But, since the Vespa has somewhat of a niche market, it
can be kind of hard to sell. As a solution, a new marketing strategy would help, targeting new areas
where Vespas can be comercialized,namely small towns, or places where competition does not exist.

5.3. Proposed solution of new product features in order to increase the number of
customers

Although Vespas are already well sold across the world, meaning lots of customers, in order
to gain more, the Piaggio Co. should target a different niche market. One of the solutions could be
producing a new model of Vespa for another section of customers such as people with lots of money,
and bigger self esteem. The price of this product can be a little higher regarding the targeted section
that addresses to. The new model could have some special elements, like premium quality leather, or
some special features from luxury brands such as Louis Vuitton.

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CONCLUSIONS

As it can be observed, Vespa has evolved from a single model motor scooter manufactured in
1946 by Piaggio & Co. S.p.A. of Pontedera, Italy to a full line of scooters and one of seven companies
today owned by Piaggio.

From their inception, Vespa scooters have been known for their painted, pressed steel
unibody which combines a complete cowling for the engine (enclosing the engine mechanism and
concealing dirt or grease), a flat floorboard (providing foot protection), and a prominent front fairing
(providing wind protection) into a structural unit.

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

This resurgence in interest in vintage motor scooters has also spawned a scooter restoration
industry, with many restored Vespas being exported from Thailand, Vietnam and Indonesia to the
rest of the world.

There is a Piaggio Museum & Gift Shop adjacent to the plant in central Pontedera, near Pisa, Tuscany.
The permanent exhibition includes those items which toured venues such as the Guggenheim in New
York and the Centre Pompidou in Paris. Also on display is a model personally customised by Salvador
Dalí in 1962.

The Miami Auto Museum in North Miami, Florida claims to have largest collection of Vespa scooters
with over 400 items.

The report describes the development of Vespa through time , the design and aesthetic
contribution in the evolution of Vespa and some solutions that can help improve the image and
profit of the scooter.

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REFERENCES
1. Shattuck, E. Colin, E. and Peterson, E. (2005) The Evolution of a Revolution:Scooters: Red Eyes, Whitewalls
and Blue Smoke, London:Speck Press.
2.

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