Way back in the 1940s the Italian aeronautical engineer and designer of pioneering helicopters, Corradino D'Ascanio, was asked to design a utility transport vehicle for a country ravaged by post-war trauma.
D'Ascanio designed a motor scooter that was centered around the vision of a man seated comfortably on his couch, and gave the touches accordingly - the engine was placed at the rear, unsightly mechanisms were covered up, and plenty of legroom was created.The compact little vehicle that was thus created became the iconic Vespa (Italian for wasp).
Now the iconic brand has made its foray into the Indian market not as an object of transport but as a lifestyle symbol. Cult brands like the Vespa, or Volkswagen's Beetle or Harley-Davidson are all linked by a few common threads: they have a strong loyal following; they are seen as lifestyle enablers; and that they are a means of transport is incidental. READ ON