For exactly 60 years, the iconic Vespa has been spreading a pleasant dose of Italian lifestyle on Austria’s roads thanks to the work of general importer Faber. As a faithful companion to many generations, this timeless symbol of freedom, “la dolce vita” and individual mobility has found a firm place in the hearts of the Austrian population. Dozens of independent Vespa clubs have emerged over the decades as a result of their passion for the brand and represent a unique community that extends far beyond the country’s borders.
Since its foundation 76 years ago, Faber GmbH has been known primarily as the Austrian general importer of the Italian two-wheeler brands Piaggio, Vespa and Moto Guzzi on the Austrian market and is now the market leader in the industry. The centrepiece of the brand portfolio since 1964 has been the iconic Vespa, which was introduced to Austria’s roads when the company founder Josef Faber Senior took over the general agency. Ever since then, it has characterised the Austrian streetscape with its timeless design and incomparable elegance. Since its introduction in 1964, around 230,000 Vespas have been imported to Austria and sold to the so-called “Vespisti”, some of whom are also members of one of the more than 50 Vespa clubs throughout Austria.
“Since 1964, we have been passionately dedicated to the task of enriching the domestic market with the unique Italian cult scooter and spreading the unmistakable Italian flair – La Dolce Vita – on the streets of Austria. Over the past decades, we have not only sold scooters, but also shaped lifestyles and carried the spirit of Italian lightness into the hearts of our customers. For us, Vespa is not just a timeless brand, but much more an unmistakable attitude to life that only Vespa riders can truly understand,” says Josef Faber, CEO of Faber Holding and Faber GmbH.
In the fast lane through time
The patent application in 1946 marked the birth of the world-famous scooter. Since then, the name Vespa has been synonymous with Bella Italia and la dolce vita and has become an integral part of the world’s roads. From Europe to Asia to America: with over 19 million two-wheelers sold (as of 2021), Vespa was the first global mobility brand to breathe a healthy dose of Italian lifestyle into all five continents, uniting generations and cultures in their love of independent mobility. The timeless icon has become an unmistakable symbol and literally set the pace, especially during the economic boom of the 1960s and 1970s. The combination of Italian design, top quality and innovative technology made Vespa a success story and ensured the brand’s continued success. Production has been expanded to three product locations over the last ten years. The original factory is located in Pontedera, Italy, where Vespas have been built for Europe and the western market without interruption since 1946. The Vietnamese market and the Far East are served from Vinh Phuc in Vietnam and Vespas for the Indian market are produced at the state-of-the-art plant in Baramati, India.
In addition to its activities as a general importer, Faber also operates two retail outlets in Vienna. One of these, the Faber Hall, was opened at the beginning of 2024 and surprises its visitors with a special atmosphere paired with Italian flair. In addition to the elaborate staging of the Piaggio brands, Faber focuses on increased proximity to its customers – direct dialogue, the experience of shared interests and individual support are the focus here. In addition to personal advice, Faber also supports its customers with questions relating to customising and future topics, such as two-wheeler financing and electric subsidies. There is also an on-site workshop for repairs and services as well as a shop for special parts and suitable accessories.
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