Piaggio Vespa in what

Piaggio unveiled its take on a modern version of the Vespa, dubbed cosa, while intervening in many details at last year's Milan Motorcycle Show.

The reaction from clients and observers in the press was stormy, exceeding all expectations: there was a lot of praise and even more excitement and criticism. And not on the product itself, but on the change of the legendary name vespa to the foreign name cosa.

Piaggio, on the other hand, amazed everyone with a stormy reaction from around the world. He provided a lot of publicity – and market movement.