How the Vespa Can Save the World

Read in WIRED

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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