Ok, it’s Friday morning so I’m going to keep it quite light. I thought seeing as my weekend plans involve the subject of this post I might as well start there.. she’s parked just across the carpark, her racing green form and chrome finish – you knew I was going to come onto this topic eventually my Vespa PX125 – my prize possession!
Although I could sit here and just write about all things Vespa related all day what I really want to talk about is why Vespa is such a successful brand after so long (incidentally Vespa just had it’s 60th birthday in 2006). Enrico Piaggio’s vision over 60 years ago to manufacture a vehicle to fit the gap in the market for affordable transport has produced what we see today – a lifestyle choice, a classic design icon, not just in Italy but Worldwide. But what makes it so successful? How has it stood the test of time?
Although there are other brands which have been going over 60 years, they appeal to the mass market. A brand like Vespa appeals to a more exclusive market and not because of what it can provide the user. There are any number of 2-wheeled vehicles that can nip you through traffic and park you in the most ridiculously small (and usually free of charge!) spaces so why would you choose a Vespa when there are cheaper and probably more reliable alternatives? Maybe because you are buying into a lifestyle choice. Or maybe you just want to own a classic piece of Italian design.
Obviously popular back in the 60’s with the mod culture – the Classic film Quadrophenia – who could forget Sting on his GS?! I definitely can’t and I know I’m not alone I wasn’t the only one riding miles to see Stings original Vespa. Today although the mod scene is still alive the Vespa has an even bigger following and for other reasons. All Vespa lovers out there buy into what the brand is offering – a fun, classic, timeless vehicle.
Take another brand though for the sake of comparison – seeing as I had it for breakfast lets get onto the subject of Marmite. Random comparison you might say but look at the history behind it – been going for over 100 years. Look at the brand message – the message is strong “LOVE it or Hate it”. Everyone has heard of it and it’s true you do either love it or hate it and the nation obviously loves it. What other company could produce a limited edition jar nearly every year and watch it fly off the shelves and sell on e-bay for a stupid amount of money? Guiness edition, Champagne edition, Zippy edition and the most recent limited edition cricket ball jar. Brilliant I LOVE it!
What about the packaging? It has not changed greatly over the years with the same distinctive logo, colours and product shape. So surely that can’t be making consumers buy it unless that is half the appeal of the product that it is part of our history? Is it just because it tastes so fabulous? Or are consumers buying into a timeless classic just like our old friend the Vespa. Or maybe just maybe the brand of Marmite is what keeps it selling to this day.
Vespa and Marmite are 2 totally different brands in their own right but both lasting the test of time. In fact really just 2 classic design icons.