Why Italy

All in all it was what we might call Italy s Ford Hence it

Summary: All in all it was what we might call Italy s Ford Hence it quickly became a myth a worker s myth but also one of purchase of families of young couples a myth of freedom within a hardworking and optimistic society The myth carried on expanding in succeeding periods such as that of the economic boom or the generational change of the 1960s In fact everything seemed to already be written into the product s specifications The boom saw the multiplication of models in tens of versions from the most basic to the plushest Automobile sales on the increase in those years thanks to the Seicento and Cinquecento Fiat s Six Hundred and Five Hundred respectively promoted the idea of the scooter as a saving grace in traffic The production of the smallest displacement the Vespa 50 followed a law that permitted it to be ridden without a licence plate or driving licence It became the steed of the young The earliest pollution warnings and ideological anti pollution campaigns that followed led to the Vespa being seen as an antidote And thus its history was made Vespa yourselves With a Vespa you can Vespa riders eat the apple Unlike commuter sardines Vespa riders are young and so on in a succession of messages that re read today do not seem banal advertising campaigns but almost forerunners of a common political sentiment or at the very least examples of attention towards social issues that is unusual in the history of Italian industry Image Search Content inclusion

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