Wednesday, May 23, 2012

The Vespa family: Belgium - M.I.S.A.


The Vespa models marketed in Belgium came out of the M.I.S.A. factory at Jette, near Brussels. Production ran from 1954 to 1962 with 125 and 150 cc version of the GS series being offered. The Belgian Vespa was initially distributed by Bevelux, with an organisation extending into Holland and Luxemburg. There were over 150 sales outlets, but Vespas could also be purchased at a number of major stores in Brussels including: Bon Marche’, Galeries Anspach, Innovation, Grand magasins de la Bourse and Cado Radio.


When the marketing side was handled directly by M.I.S.A. the network was extended with over 400 dealerships being established in Belgium. The 125 was sold at 16,200 Belgian francs, with the 150 offered at 17,500 BF. The more expensive 150 GS was instead available for 19,900 BF.


Even the Ape series was offered: the first model to be distributed was Tipo C, on sale from 1957. In order to encourage sales, the Ape was offered with a 36 month instalment plan.
There was great interest in the Vespa on the local market and the produciton lines were kept running at full capacity: no less than 55 examples of the Vespa and the Ape left the factory each day in 1958.


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