The Italians have a knack for melding transportation and design into works of art. Take Ferrari, Lamborghini, Alfa Romeo, Ducati and of course, the original scooter - Vespa. A brand that was in decline for decades is having a renaissance. With new leadership, production methods and marketing strategies, its parent company Piaggio is reporting rising sales and is increasing its distribution in the U.S. market. All without compromising the existing brand or succumbing to market trends. And the company has something else going for them: the high cost of gasoline. With a typical Vespa averaging about 70 mpg, many ‘around town’ commuters may be saying ciao to their guzzling 4-wheel machines.

Read

This entry was posted on Tuesday, July 18th, 2006 at 1:33 am and is filed under Branding. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.