Challenge: Introduce a brand new retailer with an unfamiliar product to the rust-belt.
Strategy: Say “scooter” to most people and they either think of the “Jazzy” electrified wheelchair- or “Vespa.” This scooter shop wasn’t going to carry Vespa, instead breaking in with low-price/low-quality Chinese scooters. They needed something that gave them a bit of that Italian mystique
Why it Worked: The name rolls off the tongue, sounding Italian, without having to over the big noodles for the Italian brands and their over-priced aura.