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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.