From its storied creation in 1946 post-war Italy to its big-screen immortalization in movies like "Roman Holiday" and "Quadrophenia," the Vespa scooter has developed a reputation for romance, rebellion, and style. Manufactured by Italy's Piaggio, the Vespa's svelte stainless-steel chassis and aeronautic-inspired designs are seen everywhere in Europe and increasingly in the U.S.

After six decades, the classic Vespa is ready to experience a whole new level of success. The Piaggio Group's initial public offering on the Borsa Italiana thoroughly beat expectations, defying a weak market by rallying 14% on its first day of trading. The company's new access to financing through Italy's main stock exchange will help fund its modernized production facilities and overseas marketing initiatives. Piaggio operates factories in Italy, Spain, India, and China, and is preparing its next marketing push in the U.S.

In marketing, as in comedy, timing is everything. So it's no surprise that scooter marketers see a silver lining in the current gas crisis. Vespa scooters that achieve speeds between 40 mph and 100 mph get fuel economy as good as 70 mpg, and many Vespa owners report filling up only once a month. Compare that to gas-guzzling SUVs. Furthermore, carbon-dioxide emissions for Vespa scooters are about 80% lower than for regular commuter cars. Such statistics matter, especially with eco-conscious consumers.

Still, the Vespa's strongest appeal is its classic coolness. The scooter's connection to England's Mod subculture continues to have cache with today's youth; older audiences remember the Vespa's big-screen tour of Rome, saddled by Gregory Peck and Audrey Hepburn. Many companies create "cool" brands, but the Vespa is the very definition of cool.