I’m bouncing off the walls this week, with perfect weather outside and my scooter still in the shop waiting on that coolant hose. This is why so many people have more than one bike, right? There’s a 49cc Vespa on Craigslist today for seven hundred bucks and I swear if this darn hose doesn’t show up in time to get my bike back for the holiday weekend I’m just gonna –

No. No, I won’t. That’s the money I need for a windscreen, and dogleg levers, and an auxiliary outlet kit, and a chrome rear rack and roll bag, and that divine leather jacket and…

So, in lieu of any ride reports or new mods from me, take a few minutes to check out the “Viva Vespa” segment that aired on CBS Sunday Morning last weekend. It’s a fun little look at where this iconic scooter brand started and how it rolls on more than seventy years later.


Now, I will admit to being something of a brand whore – I’ll pay a premium for premium goods and if I’m pleased, I’ll put their stickers on everything and wear their shirts and hashtag them on Instagram and just in general act like a total fangirl. It’s probably a bit of a hangover from my brand ambassador days with Nintendo. But I have such a deep curiosity about brands like Vespa that have come to represent an entire segment of… something. How does a brand develop its own culture, or become an icon? It’s not just because they were first, or even best, so what is the thing? Why does Vespa remain while Lambretta doesn’t? Why do weirdos like me still pay the premium prices when similarly-styled offerings from Genuine and Kymco can go head-to-head with the lineup for thousands less?

I’m going to do some research. IT’S NOT LIKE I HAVE ANYTHING ELSE TO DO.