How the Vespa Can Save the World -
Innovation Insights
This summer, Vespa worked with Bollywood heartthrob Siddharth Malhotra to unveil a new scooter model, the VX, made especially for the Indian market and available for sale later this year. No detail was overlooked: a touch of chrome, a new beige seat and tubeless tires to provide extra comfort. Even the custom palette -- “Portovenere Verde” (metallic green of the Ligurian coast) and “Vibrante Rosa” (dual tone red and pink), a color that the famous Vogue editor Diana Vreeland once called the “navy blue of India” – were meant to reverberate with the world’s largest democracy’s enormous and upwardly mobile middle class while paying homage to the Vespa’s roots.
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