Laverda Mini: a unique Italian scooter

Laverda: from agriculture to motorbikes

Laverda began in 1873 as a manufacturer of agricultural machinery in Braganza, northern Italy. In 1949, Francesco Laverda founded the motorbike brand Moto Laverda. In the following years, the brand built a strong reputation thanks to its reliable light motorbikes and later sporty models, such as the SF 750 and Jota 1000.

The surprise: Laverda's Mini-scooter

At the 1959 Milan motor show, Laverda unexpectedly presented a small 50cc four-stroke scooter, intended for youngsters who did not need a driving licence. A more powerful 60cc version with three gears followed in 1960. The Mini-scooter stood out for technical contrivances such as a tilting seat-tank combination for easy access to the engine.

The British market and the Triumph Tina

In 1962, the Laverda Mini 60 was launched in the UK, just after the much cheaper and more user-friendly Triumph Tina with automatic transmission. Despite attempts to lower the Mini's price, Laverda could not win the competition. The Tina sold extremely well, while the Mini had little success.

Marketing for women

Due to the scooter's small size - weighing only 63 kg and with little legroom - Laverda specifically targeted women in advertisements. Slogans such as "For women who know where they are going" and "A real woman's scooter" magazines such as Career Girl and Photoplay. Even the ornate fringed saddle was a conscious decision to attract female customers.

End of the Mini and Spanish relaunch

Production of the Mini scooters stopped as early as 1962, even before the model gained a foothold in the UK. Attempts to sell the stock dragged on until 1967. Finally, Spain's Montesa saved the project by taking a licence and building the scooter as the 'Montesa Micro' from 1962 to 1965. This allowed Laverda to recover part of the investment.

The demise of Laverda

Despite the Mini's short lifespan, Laverda remained active as a motorbike manufacturer for decades. In 1985, the motorbike company went bankrupt. Attempts at revival in the 1990s failed, including under millionaire Francesco Tognon. In 2000, the brand was bought by Aprilia, which marketed cheap Asian scooters under the Laverda name - without success.

The brand today

After Aprilia was acquired by Piaggio in 2004, the Laverda brand was quietly phased out. The brand name is currently not in use; the website Laverda.com refers on to Aprilia. The original agricultural branch lives on: the Breganze factory still produces combine harvesters under the Argo SpA banner, but with no connection to the Laverda family.