USA - In tutto il mondo VESPA All over the world

Since 1949, Piaggio has been relying on an agreement with Sears & Robuck Co. to market the Vespa in the United States; this historic retail chain founded in 1892 in Chicago sells its products via a catalogue. The first model released onto the American market is the Vespa 125 U, which is renamed the “Vespa Allstate” (1951). The agreement continues until 1966. In actual fact, there are a large number of Vespa importers in the USA, and in the second half of the 50s, Piaggio adds to these with its own organisation, the Vespa Distributing Co. (Long Island, N.Y.), which ceases its activities in 1961 following an agreement with Cushman Motor Works in Lincoln (Nebraska), which also sells dual-branded Vespas (“Vespa Cushman”) until the end of the 60s. In the 1970s, marketing is entrusted to the Vespa of America Corporation in San Francisco, which puts an end to its commercial activities in 1985.

Popularised from as early as 1953  by films such as Roman Holiday by William Wyler, in the United States, the Vespa becomes the ultimate symbol of Made in Italy, and proves particularly popular in cities – where  Vespa clubs  abound – and among the young and the very young.

In 2000, Piaggio re-enters the American market with its first Vespa boutique, in Los Angeles.