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Women riders were increasing, and they appreciated the ease of getting on the saddle while wearing a skirt. A gent in his business suit did not have to “throw a leg” over the saddle. Scooters were easier to ride than motorcycles. Or even competing, as scooter races were very popular in the late ’50s. This was the basic transportation for a nation which, following World War II, had become enthralled by the notion of having one’s own means of getting to work or going on a date. Italy was just moving into the automobile stage, with the Fiat 600 appearing in 1955, but a scooter was substantially cheaper. The company had built more than a million scooters in the previous 10 years and was selling them all over the world. “New” being the keyword to success, the Lambretta Company, with founder Ferdinando Innocenti very much at the handlebars, came out with the almost all-new Li series in 1958.
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A number of other companies were building scooters, but those two were very much the leading contenders. The Italian scooter wars were in full ruckus in the late ’50s, as Lambretta and Vespa fought ferociously for market share. Year/Model: 1958 Lambretta Li 150 Series I Owner: Daniel Schoenewald, Camarillo, California.
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