For Lambretta dealers, understanding how their scooters were built went far beyond brochures and sales literature. The most effective way to appreciate the quality, scale and ambition behind the brand was to see it for themselves — inside the Innocenti factory in Milan.
These factory visits, organised as official dealer conventions, became a defining feature of Lambretta’s British success and played a crucial role in strengthening trust between the manufacturer, the UK importer and the nationwide dealer network.
A Dealer Network Like No Other
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A major factor behind Lambretta’s dominance in Britain was the extensive dealer network established by Peter Agg. His aim was simple but ambitious: national coverage that ensured Lambretta visibility across the entire country. While this took time to build, once in place it proved hugely effective.
Communication was central to this success. Lambretta Concessionaires maintained regular dialogue with dealers, supported by annual national conventions where ideas and concerns could be discussed openly. These meetings were not always straightforward — some influential dealers were forthright in expressing views that Agg did not necessarily welcome — but he listened. Where ideas made commercial sense, they were often acted upon, strengthening sales and dealer confidence.
Why Milan Mattered
As UK Lambretta sales began to rival those in Italy, the British operation became increasingly important to Innocenti. This resulted in regular visits by Agg and senior staff to Milan to review new developments and secure future production commitments.
From this strong working relationship came a bold idea: allowing dealers themselves to visit the factory. Many top dealers were selling more than 100 machines a week and had invested heavily in showrooms, service facilities and spare parts stock. Seeing the factory at first hand would provide reassurance, reinforce confidence in the product, and encourage continued long-term investment in the brand.
First-Class Treatment
Dealers were informed of upcoming trips through the official Lambretta newsletter, which detailed itineraries and costs. While the visits were not free, they were offered as discounted package deals and were open to all dealers, regardless of business size. Places were limited and always oversubscribed.
True to Peter Agg’s reputation, the trips were conducted in style. Travel, accommodation and dining reflected the prestige he felt the dealers deserved. Meals were taken in Milan’s finest restaurants, hotels were top-class, and factory visits included formal meetings with Innocenti dignitaries. Dealers were treated as VIPs, representing Lambretta’s British success.
Visitors were shown far more than just the scooter production line. Tours also included Innocenti’s car manufacturing and engineering divisions — operations that together employed more than 3,000 people. The sheer scale of the facility and the modern production methods left a lasting impression, and some dealers returned multiple times to witness ongoing developments.
Strict Rules and a Glimpse of the Future
Not every visit was without tension. When Peter Agg was unable to attend, hosts such as Mike Karslake were placed in charge and given strict instructions to ensure no one strayed into restricted areas.
During one visit in 1967, Karslake noticed a Lambretta being tested on the factory’s internal road system with an unusual engine note. On closer inspection, it appeared to be a twin-cylinder prototype with twin downpipes exiting an elongated head cowl. When the discovery was reported to Agg, he responded firmly: the information was not to be shared outside the office. The matter went no further.
The Final Convention
By the late 1960s, Innocenti was facing serious industrial unrest. Workforce disputes, strikes and outbreaks of violence affected much of northern Italy, culminating in the 1969 unrest known as the “Hot Autumn”. Although strikes officially ended in 1970, Innocenti’s position had weakened considerably.
When Lambretta production ceased in May 1971, the era of dealer factory visits ended. The 1969 UK dealer convention would be the last.
Why Lambretta Stood Apart
While other manufacturers occasionally invited dealers to visit their factories, none matched the openness or scale of Lambretta’s approach. Unlike competitors who restricted such opportunities to only their biggest sellers, any Lambretta dealer could apply.
It was just one of many forward-thinking strategies introduced by Peter Agg, helping Lambretta stay one step ahead of the competition. On its own, the dealer conventions may have been only part of the story — but it was an important one, and a key reason why Lambretta’s legacy continues to resonate today.
The original article, by Stuart Owen, appeared in Scootering Magazine. To subscribe please visit here https://www.classicmagazines.co.uk/scootering
Images: Snoop Media, Stan Bates, Fabbrica Innocenti & Touring Club Italiano-CC BY-S 4.0
