The Vespa's colorful charm endures

COURTESY PHOTO Italian-made Vespas were reintroduced into the U.S. market in 2001. The eye-catching motor scooters cost between $1,999 and $8,999. Fort Myers-based Vespa dealers Jim and Lucille Wilson are selling more than a cute-looking scooter available in a rainbow of colors. Since returning to United States markets in 2001, this classic mode of transport is making a comeback as a lifestyle choice as well: an efficient, environmentally friendly option for commuters.

Mr. and Mrs. Wilson say their dealership across from Page Field, Tropic Powersports Vespa Fort Myers, has done well — especially when gas prices jumped last year. Most models average 70 miles per gallon and better.

"As more and more companies are trying to go green, we have to get everyday people to live that way," Mrs. Wilson said. "As far as a lifestyle — riding to work and using it for your daily errands — that's what we're trying to get people acclimated to. We're trying to break into the daily commuter, the school teacher, the nurse."

COURTESY PHOTO Colorful Vespas in front of Lucille Wilson's dealership across from Page Field in Fort Myers. On the Vespa Web site, the scooters are marketed to people who want a fun ride to and from work or on errands. The Web site suggests that you could take it to pick up a carton of "organic milk" at a green market, while noting that if Americans used Vespas for 10 percent of their errands, it would decrease fuel consumption by 14 million gallons per day and reduce carbon emissions by 324 million pounds per day.

And you can fit about seven Vespas in a single parking space. The marketing campaign capitalizes on a blend of the scooter's future aspirations — becoming ever greener — and history.

Piaggio Group, the Italian company that manufactures Vespa, left the U.S. in 1981 when its American importer went bankrupt. Since coming back in 2001, dealers note the fact that the Vespa was originally built for business people to commute. Piaggio Group is a transportation company that's been around since the late 1800s and later built airplanes. The Vespa was first sold near the end of World War II and has always kept its basic design elements.

The nostalgia some feel toward the scooter has also been a selling point. For instance, Audrey Hepburn and Gregory Peck road one in the 1953 Hollywood flick "Roman Holiday," reportedly resulting in more than 100,000 sales.

And Vespa's persistent, retro design and quirky ad campaigns also lent it cult status. At the Piaggio Museum & Gift Shop in Italy, there is even a 1962 Vespa customized by surrealist artist Salvador Dali.

As an example of one ad campaign in the U.S., circa 1970s, an image featured an apple with a bite taken out of it. "It used to be that people that rode a Vespa took a bite out of the apple," Mr. Wilson said. "A ride on the wild side."

The odd tagline read, "He who Vespas eats the apple, he who doesn't, doesn't," leading one blogger to wonder, "Were they on drugs?" Whether yes or no, Vespa's colorful charm has endured.

As the company began to reassert itself in a new era of green consciousness, it recently offered a group of journalists in Manhattan the chance to ride the Vespa S across town.

"I found myself persuaded that scooters are extremely useful for basic city transport — at least when the weather is cooperative," wrote Daniel McDermon

of the New York Times.

And Mr. and Mrs. Wilson said people in Southwest Florida are convinced, too, once they ride a Vespa.

"It's a little hard for Americans to adapt to this lifestyle," Mr. Wilson said. "But once they do they're thrilled with it."

The less-powerful models have a 49 cc engine, with speeds up to 40 miles per hour. Then there is the 100 cc, which goes up to 65 miles per hour. But you are required to buy a 250 cc or up if you plan to ride it on the highway. And to get ample acceleration and drive up hills, getting a more powerful model is recommended. Prices range from $1,999 to $8,999.

Buying a Vespa may also save you money on insurance: it isn't required if you wear a helmet, Mrs. Wilson said. Tropic Powersports also sells Vespa accoutrements and parts, and services the scooter. Although a Vespa is technically classified as a motorcycle, you don't need a special license to ride one.

Mr. and Mrs. Wilson opened their dealership 2 ½ years ago to sell motorcycles, but quickly determined that Vespa scooters better fit their goals. Since 1984, they had run Mr. Chips Auto Sales, a used car dealership in Fort Myers that was started by Mr. Wilson's father and still exists under different ownership today.

"You saw the car business change," Mrs. Wilson said. "You saw what happened. We know this is the future."