The very first Vespas officially marketed in the United States were imported and sold through the Sears, Roebuck and Co. department store chain. These models were built by Piaggio in Italy specifically for Sears and were badged and marketed under Sears’ own “Allstate” brand.
While built in Piaggio’s Genoa factory the Allstate models displayed several minor nuances which differentiated them from their “Vespa”-badged cousins. Most of these equipment variations were chosen so that Sears could offer a more economic scooter in a market that, until then, was dominated by the very spartan American-made Cushman scooters, which had also been sold by Sears for some time.
Due to the success of the Allstate Vespa in America, Piaggio soon introduced a similar model for European buyers known as the Vespa U-model, the “U” standing for Utilitarian. Although designed to be cheaper, entry-level scooters, early Allstates and Vespa U-Models are highly prized by collectors for their eccentricities and rarity.
1956 Allstate Super Cruisaire
(Sears Allstate Vespa)