Media playback is unsupported on your device

Can Vespa scooters become a global superbrand?

26 July 2013 Last updated at 11:40 BST

Sales of Vespa scooters have been falling steadily and owners Piaggio have revealed more bad news with first-half sales down 12% and net profits down 25%.

However, the company is keen to create a premium market for new scooters by boosting its image and setting higher prices in an increasingly competitive marketplace.

Jeremy Howell reports.

BBC © 2014 The BBC is not responsible for the content of external sites. Read more.

This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.