Built across the world

The story

1. 1952–1954

   Post-war

   Lambretta Locomociones SA

   On the 17th of June 1952 a group of prominent Basque businessmen created "Lambretta Locomociones SA". A year later a factory is built in Eibar, Spain. The factory starts production of the Lambretta's as of 1954. Production finally ceases 35 years later, in 1989 (a production run 10 years longer than Innocenti).

2. 1953–1960

   Post-war

   The first Spanish machines

   During the 1953 Barcelona show, Lambretta Locomociones displays the "D" and "LD" scooters, as well as the "FB" and "FC" three-wheelers. The presented machines are actually Innocenti productions, as the early Spanish sales are Italian made models. The first Spanish built machine is the 1954 Lambretta 125/150cc model, quickly followed by the 1955 125/150cc "D" models. Around the same time the Spanish factory attempts to launch a three-wheeler based on a similar Innocenti model, but the Spanish model is less of a success. The early "D" models feature a unique enclosed cylinder cooling system, which helps with heating issues in the scooters. The later "LD" models are comparable with their Italian counterparts, with exception for the logo and locally produced parts. The Spanish Lambretta's are of very high quality, due to the parent company's experience in working with metals, and the close working relationship between the Spanish and Innocenti. By 1960, Spanish Lambretta produces more than 50,000 scooters.

3. 1960–1964

   Post-war

   Li, TV175 and the sixpenny headlight

   In 1960 the Spanish factory starts production of the "Li150" series 2 Lambretta, the "Li125" in 1962, and the "TV 175" in 1963. These new Spanish Lambretta's are based on the Innocenti models, but with a number of odd differences. All models are fitted with a typical Spanish "turning" front mudguard, and a modified horn casting. The floor runners, the trim and layout under the panels are also the same as the Italian model, but the majority of the components are made in Spain. The build quality of the new models is excellent, with white coloured panels/horn castings in black, green, red, orange, and blue. The models also have a beautifully designed speedometer, dual seating, and a nice range of accessories. The earlier models all feature series 1 type light switches, and rear light assemblies. This changes, in 1964, into a "sixpenny" (SX/TV) type headlight, which is made by Forres. This coincides with the introduction of a new, series 3 style, speedometer.

4. 1952 — 1990

   Post-war

   The TV175 series 2

   The new sixpenny headset is made standard on the TV175 series 2 Lambretta. This TV175 strongly resembles the Li model, with damper forks, a disc brake, SX style headlight, dual seating, and a series 3 style TV 175 engine. This unique scooter is a Spanish design that meets their domestic demand. The TV175 is also a great example of the co-operation between the Italian and Spanish factory, as for example the disc brakes are Italian made components.

5. 1952 — 1990

   Post-war

   Serveta SA and export markets

   The Spanish factory continues to produce the series 2 Lambretta into the 1960's, many of which made specifically for export. Around the same time the Spanish factory starts to use Serveta SA for its commercial activities. At the time, Serveta is one of the major partners for Innocenti, exporting to markets such as: Argentina, Brazil, Chile, Taiwan, India, Pakistan, Turkey, and the Philippines.

6. 1965–1966

   Post-war

   The Scooterlinea and the TV175 series 3

   Between its launch in 1953 and 1965 Lambretta produces a total of 100,000 scooters in Spain, employing over 520 staff at its peak. 1965 is also the year that Lambretta launches the "Scooterlinea". Originally launching it as a 125/150 and 175cc series, but adding an additional 200cc version to the line in 1966. Serveta's series 3 Lambretta's are based on the Italian Series 3 "Li", with typical Italian metal front mudguards and horn casting. The headsets are however more similar to the TV/Li types, with a sixpenny headlight. All models have a characteristic layout under the panels, with grey rubber trim and floor runners. The majority of its parts are produced in Spain, by Serveta SA. Around the same time Serveta starts production of the TV175 series 3, which is very similar to the rest of the range. It has disc brakes, and a metallic green or light metallic blue colour scheme. The model is only shortly in production, and is soon dropped for the Jet 200.

7. 1966

   Post-war

   The Jet 200 and 150 Special

   In 1966 Serveta introduces the first 200cc model in Spain, the Jet 200. The earliest models on the market are identical to their Italian counterparts, the SX200, with exception to the typical Spanish "Li" front mudguard and horn casting. These early models have the same panels, badges, and ignition and light switches as the Italian SX200. After the model is successfully introduced to the Spanish market, Serveta changes the badging on the Jet 200, adding "JET 200" below the Lambretta logo. Overall the Jet 200's are luxurious machines, with a very nice gold metallic paint scheme. Serveta also launches a silver metallic "150 special" model in 1966, a copy of the Italian version.

8. 1969–1971

   Post-war

   Exporting to the UK

   In 1969, Serveta starts to export its Lambretta's to the UK, more specifically its "150 Special" model. This coincides with the import into UK of Innocenti's GP models. In 1971, Serveta also starts exporting the Jet 200 to the UK. At the same time Innocenti is also busy exporting its own machines, causing Spanish and Innocenti built Lambretta's to be exported to the same global markets.

9. 1971–1973

   Post-war

   After the Italian factory closes

   Innocenti eventually shuts down the factory in Italy, but the Serveta SA continues its operations. As the production of Lambretta's continue in Spain, the Italian parts start to run out, and new, Spanish, parts start to take their place. The SX/Special style panels are substituted for the "clip-on" Li items, rubber mats replace the floor runners and the air filter is moved into the toolbox. In 1973 Serveta launches another Lambretta, this time a 200cc powered monkey bike called "Pony".

10. 1952 — 1990

    Post-war

    Struggle and the Series 80

    After the closing of the Italian factory, Serveta struggles to renovate its Lambretta range. It starts to lose domestic sales to competitors, and at the same time the Indian SIL starts to market its GP range of scooters in Spain. In an effort to boost sales, and regain its position, Serveta launches new versions of the 125cc/150cc and 200cc range. The Jet range is also updated, with new chrome indicators, upgraded electrics, and new panel stripes. By the end of the 1970's Serveta introduces new square type handlebar switches, an ignition switch, and a 6V sealed beam type headlight to the Jet. Serveta eventually launches the Series 80, which features fibreglass mudguard/horn casting, an ignition switch, Vespa style "body-line" indicators, 6V electrics, upgraded switchgear/lights, fat front bumpers, and sticker type badge. The updates to Serveta's scooter lines coincide with the revival of the scooter in the UK (1972–1982), during which many Spanish made models are imported into the UK.

11. 1983–1985

    Innocenti / S.A.

    The Lince (Lynx)

    Serveta launches a new scooter in 1983 known as the Lince, or Lynx, which is available in 125cc/150cc or 200cc versions. The Lince is a combination of all previous changes plus new ones. The Lince is launched after Spain joins the EEC, requiring it to meet new regulations. The new regulations include a new, larger, headlight. This is solved by placing the new headlight in an over large fibreglass shroud. This and other attempts to modernize the Spanish Lambretta create much discomfort for many of the traditional UK scooter lovers. During that period Serveta produces a large number of Lince models, even producing a police version in 1984, complete with lights and sirens. The earlier Lince models have sticker stripes on the panels, front mudguards and leg shields. The later models simply have the modern Lambretta logo on each panel and leg shield. The capacity of the scooter is shown through another sticker on the horn casting, and eventually through a chassis plate. The Lince also does not have the traditional Lambretta stand, but a Vespa PX style one. Their main frame, along with forks, wheels and everything under the panels, is painted matt black. Coloured paint is limited to panels, leg shields, headset, horn casting and the front mudguard. The very last Lince models are even modified to take an electric starter motor. The Lince as a whole, is a good scooter, but unfortunately, around its production time, Serveta SA is in serious financial trouble.

12. 1952 — 1990

    Post-war

    Diversification and decline

    Prior to the 1980's, the Spanish economy is under protection, and Serveta uses this protection to diversify itself. In the 1970's they start to produce lightweight motorcycles, and mopeds, which are under license from Honda. By the 1980's Spain is a member of the EEC, subjecting its economy to international competition and regulation. By 1982 Serveta rebrands into "Lambretta SAL". Three years later, in 1985, production moves from the town of Eibar to Amurrio after a change in ownership. In the years just prior to the end, Lambretta starts to produce other products, such as washing machines, and would almost only produce Lambretta's on an order basis. The end came in 1989/1990, when the production facility in Spain shuts down.

13. 1987

    Innocenti / S.A.

    The Amiga (Gitana)

    Lambretta SAL's final project is the 1987 Amiga, or Gitana, which is a combination of modern looks and an upgraded Lince engine. The Amiga has a 24mm "round slide" Del-Orto carburetor and a mag-housing mounted exhaust. Prototypes of the Amiga are widely marketed, through newspapers and public events. Unfortunately, Lambretta SAL ran into bankruptcy, before being able to put the Amiga into production.

The story

1. 1960s — 2000s

   Post-war

   Auto Products of India and the Lamby Polo

   Auto Products of India (A.P.I.) is the first Indian company to purchase a license to produce scooters. They did not however buy the license to use the name Lambretta, which is held by SIL, so A.P.I. uses a different name for its scooters, "Lamby Polo". With its headquarters in Mumbai, formally Bombay, A.P.I. starts to produce Lambretta scooters, which are only allowed to be sold in the Indian market. The first model they produce is based on the Lambretta D model.

2. 1960s — 2000s

   Post-war

   Cabin cycles and the British disaster

   A.P.I. slowly moves into the cabin cycle (a.k.a. Tuk-Tuk) market, launching many different versions of various models. In 1986 the Japanese design firm Miyazu redesigns A.P.I.'s existing models, the outcome basically still a Lambretta under the panels. A.P.I. only manufactures their Lamby Polo as 150cc's, importers Bedlam Scooters also offer the Polo in 125cc, and 175cc versions, with a larger carburetor to the UK market. The UK market turns out to be a complete disaster for the Lamby Polo. With Bedlam initially only importing 12 units. It took years for them to sell all 12 of them, eventually selling well below purchase price.

3. 1971–1976

   Post-war

   Scooters India Ltd buys the Italian line

   As indicated, there is a second Lambretta producer in India, S.I.L. (Scooters India Ltd.), which is based in the northern Indian city Lucknow. In late '71, the Indian Government purchases the Italian factory set up from Innocenti. The deal the Indian government makes with Innocenti ensures that Italian technicians and personnel are employed to help move the production line from Italy to India. The Italians will also train the new Indian personnel on how to produce the scooters. Because the production procedure is so detailed, it takes over two years to start production in India. In 1976, once S.I.L. has become familiar with, what is for them a modern production line, they start to export their scooters as well. S.I.L. initially only produces scooters based on the GP range of scooters, but later add the Cento model to their production line. S.I.L., then the only global producer of Lambretta's, uses a host of official importers throughout the major Western markets (North America/Europe). These importers handle the sales of spare parts and new scooters. However, due to a lack of innovation on the part of S.I.L., world wide sale start to decline.

4. 1960s — 2000s

   Post-war

   Focus on the domestic market

   S.I.L. starts to focus its improvements on the Lambretta on the demands of their domestic (Indian) market. This market greatly differs from the rest of the world, due to its economical state, and the cost of living for the average consumer. The Indian consumers require a cheap means of transportation, and are more conscience about the price. As a result S.I.L. makes modifications which encourage the Indian consumer to buy the Lambretta, such as introducing 12 volt electronic systems.

5. 1980s

   Innocenti / S.A.

   Failed attempts at innovation

   Around the 1980's foreign importers try to encourage S.I.L. to innovate the Lambretta. The British importer A.F. Rayspeed had some success, and almost got S.I.L. to add his TS1 kit to the standard model. The Swiss tried to introduce a 5 speed gearbox to the model, but failed as well. Still focusing on the domestic market S.I.L. centers their factory on the production of the Tuk-Tuks, and refuses to produce any more scooters, as this will halt the production of their Tuk-Tuks.

The story

1. 1951 — 1957

   Post-war

   NSU Lambretta at Neckarsulm

   NSU Lambretta starts German production of the Lambretta in the 1950's. Making them under license in the southern German town of Neckarsulm, NSU produces over 189,000 units during its life span. Eventually becoming the first factory to import into the USA, NSU produces models based on the Italian 125cc.

2. 1951 — 1957

   Post-war

   The NSU Luxury Lambretta

   NSU soon starts to introduce its own touch to the Lambretta, launching the first "German Lambretta" (the NSU Luxury Lambretta). This model gained a two tone paint scheme, highly polished bits of alloy, a front bumper bar, and a parking light that can be switched on via the "dashboard".

3. 1951 — 1957

   Post-war

   Marketing to the working man

   During its existence NSU conducts consumer studies, eventually trying to convince manual workers that the NSU is not just for "spoiled children" and "white collar workers". Their Public Relations department regularly releases statements proclaiming their Lambretta is similar to a car, with its controls and comforts, in an effort to boost sales.

4. August 1954

   Post-war

   The improved 150cc engine

   In August of 1954, NSU introduces a new "improved" 150cc displacement engine, with an improved hp of 6.2ps, available across the range. This new engine can manage two-up journeys in first gear at inclines of up to 31.5%, enabling it to manage most of the Alps.

5. 1956–1957

   Post-war

   NSU Prima and the end of scooter production

   Because NSU's license expires in 1956, and due to Innocenti's strict control on export, NSU change their name to NSU Prima. The production of scooters ends shortly thereafter, in 1957, and slowly moves into four wheeled products, marking the end of yet another Lambretta production facility.

The story

1. 1954 — 1960

   Post-war

   Production at Troyes

   While operating in France Innocenti produces the D and LD models at their factory in Troyes.

2. 1954 — 1960

   Post-war

   Fuel taps and choke levers

   Even though the French models are generally the same as their Italian counterparts, there are some distinct differences. The most notable are the fuel taps and choke levers that are in the same position as 'normal', later, Lambretta models, meaning that they protruded through the floorboards where the riders' feet are.

3. 1954 — 1960

   Post-war

   The offset fuel tank

   Another distinct difference is the position of the French fuel tanks. The traditional Italian models have the fuel tank in a central position, while the French is offset on the LD models, making it easier to fill up.

4. 1954 — 1960

   Post-war

   Exports to the UK

   During the years to follow many of the French scooters make their way into the UK market. This is due to the fact that the Italian factory slows its production of the LD to make way for the new Lambretta series 1. The UK market trying to meet its consumers' demand is then forced to import the French models.

5. November 1960

   Post-war

   The end of French production

   The last documented French production of Lambretta scooters is of November 1960.

The story

1. 1950s — 1980s

   Post-war

   Four factories, four countries

   Between the 1950's and 1970's South America is Innocenti's biggest market outside of Europe, with four different facilities in four different countries. The South American factories are famous for producing a series of strange scooters, with even stranger names.

2. 1950s — 1980s

   Post-war

   Argentina: Siam and the Siambretta

   The Argentine firm Siam is the first company to produce Lambretta's in South America. Their earliest models are based on the "D" model, which are first put into production in the 1950's. Siam introduces these scooters as the Siambretta. As a result of the large number of Italian immigrants living in Argentina, a close business relation between Innocenti and Siam is easily made. Prior to the introduction of the Lambretta in Argentina, Innocenti had a steel tubing subsidiary, which had become obsolete. In 1947 Argentina purchases more than 2,000 model A Lambretta's. Siam soon thereafter adds 'LD like' Siambretta models to their production range. In the early 1960's Siam begins producing a Li/TV series 2 version, but with a movable front mudguard, strongly resembling the Spanish made Locomociones models. Production of the Siambretta ceases in the mid 1960's.

3. 1950s — 1980s

   Post-war

   Exports to Uruguay and Chile, and the Frambretta

   During its existence Siam also exports the Siambretta to the neighbouring countries of Uruguay and Chile. In the 1960's Siambretta's are also assembled in Chile, from parts produced in Argentina. The scooters coming off the Chilean production line are meant for the Chilean market. Siam later sells Siambretta tooling to the Franco brothers, who make a three wheeler version named "Frambretta".

4. 1956–1980s

   Post-war

   Brazil: Lambretta SA and Pasco

   Innocenti's largest market in South America is Brazil, where Lambretta SA set up production facilities for the D and LD model in 1956. After a few years of production, the Brazilian firm is rebranded as Pasco, due to the fact that a man by the name of Pascowitch became its new owner. In the 1960's Pasco starts with the production of the Lambretta series 2. In the mid 1960's Pasco shifts production to the TV175 3 series, made available in a variety of pastel colours, later switching back to the more conventional metallic colours. By 1971 Pasco is producing more than 7,000 scooters a year, which is a modest figure when taking the total Brazilian population into account. A large part of the reason why Lambretta did not become a success in Brazil is because of Pasco's chosen distribution channel. Instead of using conventional methods, such as scooter shops, Pasco sold its Lambretta's through department stores, auto part suppliers and motorcycle workshops. During the course of its existence Pasco exports a small number of scooters to other South American countries. Pasco ceases Brazilian production in the 1980's.

5. 1950s — 1980s

   Post-war

   Colombia: Auteca

   The fourth South American production facility can be found in Colombia, the production facility is owned by Auteca (Auto Technica Colombia). Throughout the 1960's and 70s Auteca produces its Lambretta's for the Colombian market. Auteca can not be classified as a full production facility, only as a small scale assembly line. During its existence Auteca produces a number of models, such as the Li Series 3, GP's and Serveta's, all branded as Auteca Lambretta's. The majority of the Lambretta's that Auteca produces are hybrids, made up of parts from both Li's and GP's. Along side the production of Lambretta's, Auteca also produces Kawasaki motorcycles. During the 1970's Auteca ceases production of the Lambretta, to focus its facilities on the Kawasaki.

6. 1950s — 1980s

   Post-war

   Wider Latin American sales

   Between 1950 and 1970 Innocenti is also successful in a number of Latin American countries where it did not have production facilities; outselling Vespa in Peru, and making reasonable sales in El Salvador, Panama and Uruguay. While in other countries, with major Vespa sales, such as Venezuela and Costa Rica, almost no Lambretta is sold.

The story

1. 1951

   Post-war

   The first Lambrettas in America

   The first Lambretta's to touch American soil are the ones brought back by US military returning from the war. The first models actually sold in the US are the German made NSU Lambretta's. Although not a production country, the US did see the import of Lambretta, starting in 1951, by the New York based BMW distributor Butler and Smith. This is quickly followed by other distributors, who decide to import the Italian Lambretta's. East Coast import is handled by Baker and Shalit of New York, while West Coast is handled by Anderson Motorcycle Supply in Los Angeles.

2. 1955–1959

   Post-war

   Innocenti's American division and the scooter boom

   In 1955 Innocenti establishes their first American division, marking the breakthrough for the Lambretta scooter in the US. After their establishment in the US, Innocenti puts the 125D on the market for $350 and the 150D for $450; later adding the 125LD and 150 LDA with electric start as well. At the time Innocenti enters the US market, USA sees a boom in scooter sales, igniting a vast marketing war between Innocenti and Vespa through Madison Avenue advertising firms. Advertising in major magazines, T.V. shows, T.V. game shows, fashion shows, department stores and even making the front cover of Playboy magazine (June 1959). In 1957 Innocenti establishes a nationwide distribution network, with 350 Lambretta dealers. At this time Li 125's are selling for $389, Li 150's for $449, and TV for $599.

3. 1959–1962

   Post-war

   Italian management takes over

   In September of 1959 Innocenti starts to replace their US management with Italian managers, with Andreas Rocco replacing Sinclair Gray as the head of Lambretta USA. Soon after Lambretta sales start to drop, this a result of the changed marketing strategy initiated by the new management.

4. 1962–1963

   Post-war

   Honda's advertising and the series 3

   Sales continue to drop until late '62 early '63, as a result of Honda's new advertising campaign in the US. The campaign improves the sales of all two wheelers, including the Lambretta. Innocenti starts importing the stylish series 3 Lambretta, with lower prices, increased dealer profit margins, and a 6 month warranty (longest in the industry).

5. 1963

   Post-war

   Declining dealer commitment

   In 1963 sales continue to rise, but Innocenti starts to run into more and more problems. During this period dealerships start to come and go, the new dealers often being of lesser quality (boat dealers, auto dealers, hardware stores, etc.). The new dealerships are less committed to Lambretta than the Japanese motorcycle dealerships are to Honda, a result of lack of commitment on Innocenti's behalf. Innocenti's lack of commitment in service and advertising can be seen as the reason for the downfall of Lambretta in the US. Able to achieve some success during this period, Innocenti sells 500 TV200's to the New York Police Department.

6. 1965

   Post-war

   Selling off distribution rights

   In 1965 Innocenti desperately tries to revive their sales through selling off regional distribution rights. Many dealers decline the offer, and those who do accept soon regret their decision due to the lack of after sale support on Innocenti's behalf.

7. 1968

   Post-war

   Dumping stock before bankruptcy

   1968, Innocenti dumps 2,000 Lambretta's onto the US market, at rock bottom prices (SX200's selling at $295), attempting to quickly sell their Lambretta stock, before the anticipated bankruptcy.

8. 1969–1982

   Post-war

   The final imports

   In 1969 the Lambretta import continues, with a New York firm importing several hundred GP models, and a Canadian firm importing a few dozen GP's. During the oil crisis a New Jersey firm begins to import Serveta scooters from Spain, but sells everything off after the oil crisis is over. Around 1982 the US market dries up for Lambretta, due to the lack in consumer demand. Over the course of 30 years 75,000 Lambretta's, a couple thousand Serveta's and a few hundred Indian Lambretta's are imported into the US market.

The story

1. 1950s — 1960s

   Post-war

   Licences at the edge of the map

   Licensed or assembly operations took place, or were at least planned, in Congo, Indonesia, Sri Lanka, Formosa (Taiwan), Pakistan and Turkey. Most were short-lived: a shortage of skilled labour, thin supplier networks or shifting market conditions closed them before they reached meaningful volume.