Vespa is launching a program on MintLife, the Mint.com blog on personal finance. The effort aims to make consumers think of scooter ownership as a money saving proposition. As part of the program
MintLife will add scooter ownership to its portfolio of cash-conservation tips.
Visitors who go to the site will get messaging about how how scooters are a key to foreign-oil
independence. The effort ties to Vespa's five-year-old ongoing "Vespanomics" campaign that touts scooters as financially salubrious. The program, whose Web presence is at Vespanomics.com,
discusses how motor scooters can change the urban transportation landscape, and shows which cities are offering special incentives for riders.
Central is Vespa's forecast of how scooters can
reduce U.S. foreign oil imports by a third by 2025, aligning with Obama Administration goals.