Although the word “iconic” is tossed around in marketing materials far too frequently, very few means of motorized transport find themselves deserving of the term. Vespa is one of those marques. Much like Xerox was, at one point, what all means of photocopying were called, there was an era in which all scooters were generically referred to as Vespas. While the market has advanced beyond that point, Vespa has had the foresight to retain its ties to the machines that first turned the world’s eyes. Case-in-point, the 2023 Vespa GTS 300 has a profile that is immediately recognizable as an heir to the Italian name.