Fiat has been around since 1899, but in America it is not as well-known as its U.S. corporate cousin, Chrysler.
But that’s beginning to change, thanks to the car industry shakeup over the past few years.
Having been in media most of my professional life, I have to hand it Fiat’s marketing department, whose marketing is as streamlined and smooth as the Fiat 500 they are trying to sell to the North American market:
“Beautiful Italian styling combined with timeless functionality, efficient design and innovative technology – these are the attributes that made the original Fiat 500 (Cinquecento) a timeless icon,” states Fiat’s marketing material on its Web site. “More than 50 years later, the same qualities make the new 2012 Fiat 500 relevant for an entirely new generation of drivers.”
In case you are unfamiliar with Fiat’s history, the Cinquecento is one of Italy’s best-selling automobiles of all time.
Laura Soave, head of Fiat Brand North America, is a true believer in her brand: “The new Fiat 500 changes the rules of personal transportation and delivers a new sense of individual expression and opportunity.”
You’ve got to hand it to her and Fiat. After all, have you ever seen a Fiat 500? I think my Prius is better looking. Just kidding. It’s a matter of taste, and the Fiat 500 looks perfectly fine.
“The Fiat 500 has always been the right car at the right time,” noted Soave. “The new Fiat 500 brings something truly unique to a fast-growing segment in America, delivering Italian-by-design function, value and efficiency intelligently tailored for our market.”
After reading what Soave said and Fiat’s marketing material, I’m ready to go out and test-drive one.
“Like the original Cinquecento, the new Fiat 500 showcases the brand’s ingenuity to build world-class small cars that ignite a spirit of the times through simple design, beautiful craftsmanship and timeless value,” Fiat notes. “As a result, the Fiat 500 has continued to surprise and delight customers worldwide for more than 50 years.”
It’s a true statement with sales figures and a history of satisfied drivers to back it up.
“Satisfying the individual mobility need for Italians and other Europeans after the Second World War, the original Fiat ‘Nuova’ 500 became a catalyst in 1957 for the country of the ‘poor but beautiful’ to be not quite as poor,” according to Fiat. “With almost four million examples produced between 1957 and 1975, the small and efficient Fiat 500 succeeded in providing an affordable, comfortable and reliable transportation solution while helping to ignite Italy’s post-war economic recovery.
“More than 50 years later, and thanks to its stylistic and modern technological features, the new Fiat 500 represents the spark of another milestone along the lasting process of expansion. And this is where history starts again.”
Sold on it yet?
“The 2012 Fiat 500 caters to a new generation of Americans who want their vehicle to be as engaging, individualized, and ecologically responsible and technologically savvy as they are.” Fiat continues.
And there’s more.
“Like the original Cinquecento a half-century ago, the new Fiat 500 changes the rules of personal transportation and delivers a new sense of individual expression and opportunity,” Soave adds. “At a time when America is getting back to basics with a fresh awareness of the environment around, the new Fiat 500 identifies with today’s minimalistic attitude and delivers with state-of-the-art eco-friendly technology wrapped in world-class quality, craftsmanship and style.”
OK, where’s mine?
So what makes the 2012 Fiat so nifty?
While it’s not a race car, the Fiat has a 1.4-liter Fiat MultiAir engine that delivers 38 mpg on the highway and best-in-class 33 mpg in the city (with a manual transmission).
The Fiat also has what it calls “an all-new six-speed automatic transmission.”
“The 2012 Fiat 500 offers a driving and ownership experience unlike anything available today,” Fiat notes.
Hey, any car company that knows how to hyphenate compound modifiers is a car company I, as an editor, like.
Without ever having driven a Fiat. (Yeah, I know, that’s another fragment. Tell Fiat.)
If you like history, well, there are more historical references in the marketing material.
“Reminiscent of the original Cinquecento, the 2012 Fiat 500 builds on the vehicle’s global popularity,” Fiat states. “Since its initial launch in 2007, more than 500,000 Fiat 500 vehicles have been sold in more than 80 countries around the world. The model’s unquestionable popularity is the result of the Fiat 500’s great ability to deliver unmatched personalization options with advanced solutions in terms of quality, engine and passenger comfort.
“In addition to success on the sales front, the Fiat 500 has earned 60 international awards, including being named the 2008 European Car of the Year.”
Such accolades almost make me feel proud of my Italian heritage, but there’s still that Mussolini problem.
There are three models from which to choose in 2012: Pop, Sport and Lounge.
“{The} models provide customers with the perfect blend of emotional design, rational appeal, and a high level of standard features and personalization options,” Soave said. “And with so many original ways to personalize every Fiat 500, our customers’ individuality will be recognized wherever they go.”
The Fiat 500 Pop is, according to Fiat, “designed for the individual who wants Italian style, efficiency and personalization options.”
Fiat says it features “a manual transmission, 15-inch steel wheels with chrome-accented wheel covers and all-season tires, seven standard air bags, air conditioning, AM/FM/CD/MP3 radio with auxiliary audio input, power windows, power door locks, power heated mirrors, speed control and reconfigurable Electronic Vehicle Information Center (EVIC) with trip computer, miles-to-empty, average fuel economy and tire-pressure monitoring display.”
Fiat also says the 500 Sport is designed “for the driving enthusiast who demands Italian style with sport-tuned suspension and more convenience features.”
It features “modified springs, shock tuning, steering calibration and exhaust tuning to deliver a more firm ride and responsive handling,” Fiat notes.
“The Sport model also includes a manual transmission and (in addition to the Fiat 500 Pop features) distinctively styled front and rear fascias with larger ‘honeycomb’ grilles and flared aerodynamic treatment,” according to Fiat.
Other features include 16-inch aluminum wheels and a liftgate-mounted roof spoiler for a sporty appearance.
“Completing this athletic vehicle’s design theme are performance red painted brake calipers attached to a sport-tuned suspension, chromed exhaust tip and fog lamps,” Fiat notes. “Inside, the new Fiat 500 Sport features unique sport-styled seating in a Gray/Black interior environment, a BOSE Energy Efficient Series audio system with six premium speakers and subwoofer, leather-wrapped steering wheel with audio controls, BLUE&ME Handsfree Communication technology with USB port, eco:Drive Application and iPod control capability.”
The Fiat 500 Lounge is “tailored for individuals who want their Fiat 500 to reflect their fashion-oriented lifestyles, the new 2012 Fiat 500 Lounge model features premium amenities (in addition to the Fiat 500 Pop features) including the all-new six-speed automatic transmission with driver-selectable gear changes, front- and rear-fascia chromed accents, chrome mirror caps, fog lamps, fixed glass roof, 15-inch aluminum wheels with all-season tires, premium cloth seats, leather-wrapped steering wheel with audio controls, SIRIUS Satellite Radio, BOSE Energy Efficient Series audio system with six premium speakers and subwoofer, security alarm, BLUE&ME Handsfree Communication technology with USB port, eco:Drive Application and iPod control capability,” according to Fiat.
There are exterior colors available in metallic, non-metallic and premium tri-coat pearl finishes.
That means “every new 2012 Fiat 500 will be distinct,” according to Fiat.
And they will not be expensive.
• Pop, $15,500
• Sport, $17,500
• Lounge, $19,500
Customers are now able to configure their own Fiat 500 on-line at Fiat’s U.S. Web site.
