Word: vespa
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Dates: during 2000-2009
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...what about Vespa, you say, the little scooter? Well, I hooked up with Vespa once. We set off at midnight, bound for San Francisco, which was eight miles away, and didn't arrive until noon. The problem with Vespa is that it doesn't put out. (My Ford truck and I have our issues, but it puts...
Ancient Rome is suddenly looking more youthful, and not because those shiny new Vespa scooters are everywhere. After a mysterious month-long absence, in which Italians speculated that their leader was recovering from plastic surgery, Prime Minister SILVIO BERLUSCONI finally stepped back in front of the cameras last week. Noticeably tauter around the throat and eyes, the billionaire politician conceded only that he "took a few hours for myself every morning to get back in shape." Face-lift or not, the hubbub proves that "more than a Prime Minister, Berlusconi is a star," says newspaper editor Giuliano Ferrara...
WORLD BRIEFING A4 A movie IPO; Romanian cable-TV moguls; the Vespa's return; and more...
...sales of Vespa have grown at double-digit rates since Italian scootermaker Piaggio reintroduced the small bike Stateside in 2000. The company has sold nearly 5,800 so far this year, up 43% from 2002. In November the company added the bigger Granturismo (GT) to court wealthy, first-time buyers. The redesigned GT, priced at $4,899, has a throaty 200-cc engine, sleek design, and storage space for two riders. Piaggio figures it can grab a 25% share of the U.S. market and plans to introduce more models next year to compete with the likes of Yamaha's Vino...
...covert marketing is on the streets. Sony Ericsson has hired a troupe of actors this summer to pose as tourists in New York City and Los Angeles and to ask passers-by to take their picture with the company's new T68i, a combination cell phone and digital camera. Vespa promoted U.S. sales of its scooters last summer with a biker gang of beautiful people who were paid to ride them around such cities as Los Angeles and Houston...