Italian manufacturer Piaggio, recognized for ground-breaking technology and legendary style, has equipped its 2011 Vespa S 150, LX 150 and LXV 150 models with new 150cc electronic fuel-injected engines that are even more miserly at the gas pump than the previous generation. Consuming 15 percent less fuel than its predecessor, the new powerplant wrings up to 85 miles out of each gallon of gas, all the while delivering an endless supply of fun and riding thrills. In addition, the new engine design also provides stronger, smoother acceleration in stop-and-go traffic, an especially important performance trait for metro commuters.

Green Isn’t a Trend – It’s a Commitment

While fuel price peaks and valleys have introduced thousands of consumers to the benefits of scooter ownership, choosing to swap some driving miles for riding miles isn’t just a trend when gas costs spike. For environmentally conscious consumers, it’s a lifelong commitment. The addition of the new 150cc injected engine family within the popular mid-range category adds even more reasons for consumers devoted to reducing fuel consumption, carbon emissions and congestion to make the switch to two wheels.

The electronic fuel injection system on the new 150cc injected engine ensures the air and fuel mixture in the combustion chamber is optimized at all times and allows the single cylinder unit to pick up more smoothly and progressively from lower engine speeds. As a result, riders enjoy strong and smooth power delivery, especially in the relentless stop-start conditions of urban riding. The benefits of the new engines can also be appreciated on longer journeys where extended stretches of roadway come into play. And, owners who want a fast getaway will notice improved cold-starts, thanks to fuel injection.

Strong, clean and well-mannered at any speed, the 150cc i.e. equipped Vespa models are capable of zooming up to 60 mph. The unique, steel unibody Vespa frame provides greater rigidity and a more stable ride, while the superior trailing link suspension is designed to better handle potholes and other hazardous conditions. The front-disc braking system allows riders to safely make sudden stops on a dime, which is great for cities where traffic rules the road.

“Vespas are one of the easiest and most enjoyable ways to contribute toward a cleaner, greener transportation landscape, and our new fuel-injected 150cc engine range makes it even simpler,” said Paolo Timoni, CEO of Piaggio USA. “Mid-scooters like the Vespa S 150 i.e., LX 150 i.e. and LXV 150 i.e. are tailor-made for confident urban commuting, and a 15 percent increase in fuel-efficiency is yet another great reason to add a scooter to your garage this Spring.”

Vespa has been and continues to be synonymous with fuel-efficiency and performance in North America and Europe. The new 150cc i.e. family upgrades the most popular models into a powerful league of their own, without compromising the long list of premium features. The manufacturer’s suggested retail price (MSRP) for Vespa 150 i.e. models starts at $4,399 for the 2011 Vespa S 150 i.e.

For more information, visit www.vespausa.com.

By Tina Arceo-Dumlao
Philippine Daily Inquirer

THE ICONIC VESPA easily stands out—like the queen among the masses—from the crowd of cacophonic motorcycles that rule the congested streets of Metro Manila, and it makes no apologies for it.

The Vespa of the Piaggio group of Italy, after all, is the only company that can claim to have invented the scooter.

And as a testament to its timeless elegance, the core, revolutionary Vespa design has remained unchanged since the two-wheeler designed by aeronautical engineer Corradino D’ Ascanio first zipped through the streets of Pontedera, Italy, in April 1946.

It is this chance and, yes, privilege of owning and riding a Vespa that MotoItalia Philippines Inc. is offering discriminating Filipinos who are yearning for more than just two wheels and a four-stroke engine.

“There are Japanese brands… and then there is Vespa,” explains Richard K. Teh, director of MotoItalia, which started distributing in October last year the Piaggio motorcycles that include the Gilera, Piaggio and Vespa lines.

The steep price of the Vespa, admittedly, is the biggest barrier to skyrocketing sales.

Unlike the ubiquitous Japanese motorcycles, which cost less than P100,000 each, the most affordable Vespa—the LX 150—costs P245,000.

But Teh says there are many reasons why the Vespa comes with such an intimidating price tag.

First, the Vespa that figured prominently in the movie Roman Holiday featuring Audrey Hepburn and Gregory Peck has an all-steel frame, making it more sturdy than the fiberglass bodies of its cheaper brethren. It is thus quite possible to leave the Vespa for the next generation to ride and enjoy.

Second, the four-stroke, 151-cc engine is the best in class, allowing it to easily accelerate to a maximum speed of 140 kilometers per hour, with the maneuverability to match. And because the Vespa LX 150 is Euro 2 compliant, its emissions are not as harmful to the environment as those that have not yet complied with strict pollution controls set by the European Union.

Then finally, there are the classic details that make Vespa the most recognizable scooter in the world: the big, round headlight, wide all-steel leg shields and the touch of chrome on the rear view mirrors and mudguard. There are also the little add-ons that riders appreciate, like the wider, more contoured saddle for a more comfortable ride, the compartments under the saddle and near the front to store a helmet and documents, and even a hook to secure a handbag or a bottle of water.

For 2010, Teh says MotoItalia, which is backed by the Autohub Group that also distributes Mini Cooper in the Philippines, is set to forge marketing agreements with a number of fashion houses for joint advertising programs in a bid to inform more Filipinos about the real and emotional reasons to buy a Vespa.

Autohub Group president Willy Tee-Ten says that the Vespa being a desired lifestyle brand, it sits atop the two-wheeled industry and a premier choice in motorcycles.

“Those who know quality can never be compromised for cost and while Vespa may be above average in price, the motorcycles they own stand above the rest,” Tee-Ten says.

Both Tee-Ten and Teh believe that despite the price, there is a big market for Vespa in the Philippines.

Teh believes that if Vietnam is able to sell thousands of Vespa in a year, then the Philippines should be able to sell even just a fraction of that number.

“We have set a conservative target this year of about 300 units and Piaggio understands that because we are coming out of a really challenging year,” Teh says.

Even then, MotoItalia believes that the time is right to push Vespa this year, given the growing number of young Filipinos who have traveled extensively and appreciate the value of top-quality goods like a Vespa.

“We always say that Vespa is more than just a scooter, it is about heritage, a piece of history,” says Teh.

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