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.

©Copyright 2001-2010 INQUIRER.net, An Inquirer Company

Inquirer Money / Features
http://business.inquirer.net/money/features/view/20100330-261661/Vespa-More-than-just-a-two-wheel-ride

Easy on the pocketbook, Italian-made scooter makes riding smooth around the city

Tania deLuzuriaga zips down Newbury Street last week. Nimbler than a car, maneuvering the Vespa around double parked cars was a breeze.

(Jonathan Wiggs/Globe Staff) -  By Tania deLuzuriaga Globe Staff / June 22, 2008

It was an all-too-familiar situation: Ahead, a red light glared, and bumper-to-bumper traffic stretched as far as the eye could see. Taxis honked. Drivers sighed. Nobody was happy – except the reporter on the white Vespa who slipped into the space between the lanes and nimbly passed among the cars. Pedestrians stopped to watch, and drivers’ eyes gleamed with irritation and envy as the reporter made her way to the front of the line, turned right, and zipped off on her way.

She would giddily repeat the move all day. And people would notice, often wistfully.

“That’s what I need, a Vespa,” said one of them, Garry Rizzuto, as he watched from a sidewalk in the North End.

Indeed it’s a sentiment being felt by many these days. With gas prices at record highs and the weather transformed to glorious summer, many are parking their guzzlers in favor of transportation less petrol-hungry. Subway ridership is up. Bicycles are out in greater numbers. This reporter’s choice was a Vespa, the sleek Italian-made scooter that seems to exemplify the phrase “Ciao bella!”

Of course, in a city where driving is considered a blood sport, tooling around on a 216-pound, 50 cc scooter might seem like a death wish. But desperate times call for desperate measures, and this fearless reporter wondered if saving a few bucks on gas is worth risking life and limb.

She set off last week with a full tank and a mission: to cruise the sometimes unfriendly streets of Boston, confronting obstacles, traffic, and the elements.

Would one of Boston’s notoriously aggressive drivers push her off the road? Would people honk when she topped out at 35 miles per hour? Would she be eaten by a monster-sized pothole? Or would the ability to cut through traffic, park virtually anywhere, and look good doing it win out?

In South Boston, a bastion of just about everything old-school, heads turned as she flew past. Children pointed and shouted, and men in pickup trucks eyed the scooter’s curves the way they might a beautiful woman. Or was that disdain in their eyes?

“One of the Rough Riders, huh?” asked an elderly man out for a morning walk.

Going through the waterfront district and into the financial district, a kind of Zen overtook her. She realized that she wasn’t in a rush to go anywhere, as happens so often in her car. With the sun on her back and a helmet on her head, 30 miles per hour seemed fast and commuting was suddenly fun.

While drivers furiously tapped at their Blackberries and yakked on their cellphones, she was living in the moment, appreciating the sight of Fort Point Channel as she drove down Summer Street, the song of the sparrows as she whizzed down Newbury Street.

The Vespa’s wasp-like 50-ccs were powerful enough to get her moving with traffic, but not strong enough to require a motorcycle license, insurance, or a registration. Best of all, she could park almost anywhere.

As vehicles circled Newbury Street searching for a spot during the lunch hour, the reporter glided up onto the sidewalk and left the Vespa in the shade of a tree.

In the North End, she bypassed the valets and parked in front of a gelato shop. At Government Center, she didn’t think twice about the parking enforcers doling out tickets.

Of course the day wasn’t without its hairy moments. Driving down Huntington Avenue, the reporter found herself ducking as schoolchildren tossed their trash out the windows of a Boston Public Schools bus.

Cigarette butts were equally lethal, and potholes suddenly seemed like death traps.

Mastering the technique of rolling the scooter back and kicking down the stand simultaneously requires some practice, and there was a moment of embarrassment when an older woman offered help as the reporter tried unsuccessfully to park in Mission Hill.

But more often, there were moments of wonder not often experienced on the streets of Boston.

Cars actually let the reporter cut in front of them. Pedestrians stopped midstep and waved the scooter by.

In Charlestown, a man in a white sedan stopped at a light and chatted about the Vespa he had owned 40 years ago, his face aglow as if he were remembering a lost lover.

It seemed like perhaps all of Boston would be a happier, kinder place if more people drove this way.

Tania deLuzuriaga can be reached at deluzuriaga@globe.com.

Onboard a Vespa, life never passes you by.  Instead, it serves notice to pay closer attention.  New sights, sounds and smells all rev up your senses and the spirit of freedom, fun and adventure is suddenly in abundant supply.  With the simple twist of a throttle, you’re on your way to experiencing everything around you with heightened awareness and a fresh perspective.  And, Vespa makes it all so easy, inexpensive and environmentally friendly.

With an automatic twist n’ go transmission, upright riding position and the security of Vespa’s unique steel frame, you can focus on the thrill and adventure of the ride.  An exceptional average fuel economy of 70 mpg means you’ll dip into your wallet far less frequently than even public transportation users…an average of just $8 fills up your tank.  And, the clean-running Vespa four-stroke engine gets you there with minimal emissions.  Parking?

It’s never been easier, thanks to Vespa’s unintrusive footprint.  Let others hog an entire parking space – you’ll invite six fellow Vespa riders to share that same space with you.  And while everyone’s spinning their wheels talking about future solutions, you’re reducing energy consumption, environmental pollution and traffic congestion right now.

Now that’s easy.