Fifty years since the production line halted…
World domination in any given market is what most companies dream of, outselling all others in the field and appearing invincible, regardless of the competition. So how was it that in May 1971 it all finished, and the final Lambretta scooter rolled off the production line at the huge Innocenti factory in Milan? Only a decade before, they held the title of the biggest seller of two-wheeled vehicles both at home and abroad (in the UK). Such was their might and dominance, that at one point many companies gave up even trying to compete with them… so how could it all end just a few years later?
It wasn’t an overnight collapse of the company, or fierce competition that pushed Innocenti out of the market. Quite the opposite, in fact; a series of events over several years all cumulatively played out to cause the downfall of the Lambretta scooter. Some issues were due to mismanagement and poor decisions by Innocenti themselves, whereas others were
