Jay Leno and the FIAT Abarth

http://www.nbc.com/the-tonight-show/video/2012-Fiat-500-Abarth/1371751

Fiat 500 Abarth ad with Charlie Sheen

A 60-second commercial for the Fiat 500 Abarth pairing perennial bad boy actor Charlie Sheen with the Romanian model who starred in the car's "Seduction" Super Bowl commercial will begin airing on TV, Chrysler Group said Thursday.

"House Arrest" features images of a 2012 Fiat 500 Abarth racing through the hallways of a mansion filled with nattily dressed partygoers. As the subcompact power slides to a stop in a room filled with people, its driver's side door opens and Sheen's left leg steps out, fitted with an electronic monitoring device around the ankle.

The self-described warlock waves to his guests as he is approached by Catrinel Menghia, the Romanian model who starred in the Abarth's "Seduction" Super Bowl commercial.

"I love being under house arrest," Sheen says to the camera. "What do I get for good behavior?" he asks Menghia.

The advertisement's existence was revealed first by Automotive News on Feb. 20.
The spot, which was created in partnership with Doner of suburban Detroit, will begin airing on broadcast and cable television.

The Fiat 500 Abarth is a high-performance version of the subcompact, featuring a 160-hp engine that delivers 170 pounds-feet of torque. It is scheduled to arrive in Fiat's 140 U.S. dealerships by early April, where it will be priced from $22,700, including delivery.

"The Fiat 500 Abarth is the 'small but wicked' personality of the Fiat 500 and this spot captures that attitude and spirit," Olivier Francois, worldwide head of Fiat brand and Chrysler Group's chief marketing officer, said in a statement. "The Fiat 500 Abarth is the bad boy of the Fiat vehicle lineup and Charlie Sheen personifies the edgy and fun attributes of the Fiat 500 Abarth in 'House Arrest.'"

Video: Charlie Sheen in ad for "bad-boy" Fiat 500 Abarth

http://content.usatoday.com/communities/driveon/post/2012/03/charlie-sheen-in-ad-for-bad-boy-fiat-500-abarth-model-/1

FIAT 500 America

 


Fiat has released latest limited edition model to join its 500 family with the Fiat 500 America that Fiat claims “emphasises the Global Soul of the Fiat 500″ and is part of commemorative celebration of Fiat 500 introduction to the US market in 2011 and “where its collaboration with American pop singer Jennifer Lopez started.” Fiat plans to produce only 500 examples in both coupe and cabriolet body styles with all of the limited production run assigned to European Markets only. Fiat will officially unveil its Fiat 500 America at the Geneva International Motor Show next month.

Abarth soon to be available at Fiat of Tacoma

The 500 gets upgraded with more power, sportier suspension, better brakes, and an Abarth racing pedigree.
(Credit: Josh Miller/CNET)
LOS ANGELES--For such a cute little car, the Fiat 500 Abarth's scorpion logo is probably the manliest badge in automotive world.

The Fiat 500 Abarth's scorpion badge
(Credit: Josh Miller/CNET)
At the 2011 Los Angeles Auto Show, the peppy 101-horsepower Fiat 500 gets a heart transplant in the form of Fiat's award-winning 1.4-liter MultiAir Turbo engine that boosts available power to 160 ponies. More impressive is the torque number: 170 pound-feet, which is the same amount of twist the Honda Civic Si develops with 2.4 liters of displacement. The Abarth 500 also features a single-option five-speed manual transmission and upgraded driveline components that can withstand the rigors of performance driving while mitigating torque steer.
The suspension has also been beefed up with Frequency Selective Damping (FSD) twin-tube shock absorbers by KONI and a stabilizer bar up front. Out back, the 500 Abarth still makes do with a torsion-beam rear axle, but also gains a stiffer stabilizer bar. The 500 Abarth can be had with optional 17-inch wheels or the standard 16-inchers. Regardless of size, the wheels wrap around an upgraded braking system.
The Abarth's cabin features the same Blue&Me hands-free calling system that you can get the standard 500 with, but the driver and front passenger now interact with the system while seated in sport bucket seats with pass-throughs for racing harnesses (not included).
The Abarth name and the Fiat 500 Abarth have a racing pedigree dating back to the 1950s and this newest model has proven itself already in a number of 24-hour endurance races, so I'm eager to find myself behind the wheel soon.

The 2012 Fiat 500 Abarth Comes To Jay Leno's Garage

2012 Fiat 500 Abarth

The 2012 Fiat 500 Abarth is more than just an economy car with a slapped-on turbo. To ensure that the car could handle the rigors of track-day events and autocross competition, Fiat’s engineers have strengthened the engine’s internals to cope with the additional 59 horsepower, added a beefier five-speed gearbox, revised the suspension tuning and even modified the electronic stability control program to include “sport” and “off” settings for track duty.


Since Jay Leno already owns a Fiat 500, he’s well versed in the capabilities of the Italia
n city car. In this episode of Jay Leno’s Garage, Joe Grace, Fiat’s vehicle line executive, stops by with a new Fiat 500 Abarth, but oddly enough Leno doesn’t get any seat-time in the Abarth version.


Leno does compare the two cars, but it’s more bench racing than specifics. We’d have loved to see Leno flogging the Abarth on Mulholland Drive, just to get a sense of what the car is like on the road, but that will have to wait for another time.


On the plus side, this episode does include a nice clip on the history of Abarth, which goes into a bit more detail than we’ve seen in other videos. If you’re not well versed on the evolution of the scorpion logo, it’s worth watching just to understand the passion behind the Abarth brand.

2012 Fiat 500 beefs up looks but not price

A "wicked" Fiat 500? It's hard to imagine the Fiat 500 as anything but cute and Italian stylish. Yet, here it is, the performance version, that will broaden the 500's appeal to more men. To heck with "cute."

Fiat says it's faithful to the "small, but wicked" saying coined for Karl Abarth's cars in the 1960s, where this one gets its designation.

"Bringing the 2012 Fiat 500 Abarth to the U.S. enables us to reach out to driving enthusiasts who want Italian performance at an attainable price," said Olivier Francois, head of Fiat brand for Chrysler Group. "With its lightweight, track-tuned handling and purpose-built design, the Fiat 500 Abarth brings to life the legendary racing heritage of the brand and becomes the Italian high-performance car for everyday driving."

To earn its performance cred, the 500 Abarth has a 1.4-liter turbocharged engine. It also has a tuned suspension and brake, a race-inspired design and extra technology features.

FIAT of Tacoma's End of the Month Sale

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Alfa Romeo's U.S. return taking precedence over European revival

Alfa Romeo is still on track to relaunch in the U.S. market, and its re-launch here is apparently taking precedence over a European revival of the storied Italian brand. Fiat CEO Sergio Marchionne says he will appoint an executive to oversee Alfa Romeo in the U.S by the end of this year, another big step toward finally bringing Alfa back to the U.S. market for the first time since 1995.

Despite months of delays and setbacks, the

Marchionne plans to appoint a leader for Alfa Romeo’s North American division by the end of 2011, and said he wants to target the U.S. market first before attempting to restore the brand’s credibility in Europe. The new executive position will reportedly be filled by someone within the Fiat-Chrysler group. After that, Alfa Romeo should launch here in mid-2013 and aims to sell 85,000 vehicles in 2014.

Automotive News reports that Marchionne believes there is strong demand for Alfa Romeo cars in the U.S., and that the brand’s image here remains strong. In Europe, by contrast, Alfa Romeo’s reputation has flagged in response to poor quality and aging vehicle designs.

The plan is to sell Alfa Romeo products at Fiat dealerships, of which there are 124 currently open in the U.S. with 150 planned to be operational by years’ end. Fiat, however, will continue to only sell the subcompact 500 for the foreseeable future.

So, which vehicles will help usher in Alfa Romeo’s return to our shores?

The first vehicle launching in the U.S. will be the Alfa Romeo 4C, which is to be powered by a new turbocharged, 1.8-liter inline-four engine producing 300 hp. Alfa Romeo also will build a compact SUV based on the Jeep Liberty. Additionally, the new Alfa Romeo Giulia sedan and wagon will share underpinnings with the 2012 Chrysler 200. They will be built in the U.S. and should debut here in 2014.

Chrysler’s 3.6-liter Pentastar V-6 engine will be adapted and downsized for use in Alfa Romeo vehicles, possibly with the addition of turbocharging or direct injection. Alfa Romeo also plans to launch a large luxury sedan in 2014, based on the underpinnings of the Chrysler 300. It might be called the 6C or the Montreal, and will be built in North America. AN also reports that Alfa could launch a two-seat roadster by 2014, and a subcompact five-door hatchback by 2013.

Jennifer Lopez to Appear in Fiat 500 Ads

Getty Images

Jennifer Lopez performs in a spot for the Fiat 500.

Italian car maker Fiat is trying to make a splash with its 500 subcompact model through high-fashion promotions like the recent launch of the Gucci special edition model during at Gucci’s Fashion Night Out event in New York. Now the car maker is intensifying its effort with an alliance between the brand and Jennifer Lopez.

The singer and actress will appear in television spots for the 2012 Fiat 500 that are scheduled to begin airing later this year. The ads are aimed at raising the car’s profile as it seeks to compete in the crowded small-car market against everything from the pricey Mini Cooper to less-expensive models like the Toyota Yaris and Honda Fit. The spots are also designed to expand the car’s appeal to a wider range of demographic groups.
“Jennifer fits perfectly with the brand not because of who she is but because of what she is –authentic, passionate, modern and a fighter determined to stand out from the rest. As you look at her career path, she embodies the Fiat philosophy, ‘Life is Best When Driven,’” said Olivier Francois, chief marketing officer for Chrysler Group LLC, which is controlled by Fiat.
Another product of the alliance is the use of a new Fiat 500 Cabrio in a 30-second trailer for Jennifer Lopez’s new “Papi” video. The trailer made its debut during the first “Monday Night Football” game of the National Football League’s 2011 season on ESPN.

Alfa Romeo

Alfa Romeo 4C Concept: America Bound?

 

Jerry Garrett for The New York Times Alfa Romeo 4C Concept.

GENEVA — Could the 4C be the vehicle that finally brings Alfa Romeo back into the United States market? Alfa says, “Yes.”
At the introduction of the 4C concept here on Tuesday, Harald J. Wester, the Italian marque’s chief executive, said the eventual production vehicle was being designed to be sold in markets worldwide, “including the United States.”
The Italian brand has been seemingly plotting a way back into the North American market since it left in the early ’90s, with the collapse of its sales and dealer network, but it has lacked the product punch to do so. When Fiat Group, Alfa’s parent, increased its ownership stake in Chrysler, a preliminary plan was sketched out — and then put on hold — to bring the Alfa Romeo MiTo subcompact to Chrysler dealerships.
Alfa Romeo did offer its 8C Competizione sports car for sale in the United States, but too few American enthusiasts expressed interest, perhaps because the price, at $250,000 and up, was too dear. Regardless, the instant classic sold out its 2007-8 production run, primarily by customers in other markets.
Mr. Wester said the 4C, a handsomely executed sports coupe, would sell for about 45,000 euros, or roughly $62,000, in Europe. It will go into production in late 2012. A roadster version is also planned.

2012 Fiat 500 U.S. Auto Shows

Nearly 30 years after Fiat sold its last car in the U.S., the 2012 Fiat 500 is officially debut at the Auto Show in Los Angeles. Cute as a button, or at least a New Beetle or the Mini Cooper-500 will be powered by a 101-hp, 1.4-liter four-cylinders of 97 lb-ft of torque when it goes on sale in January. The small four-cylinder engine is mounted in Dundee, Michigan, and uses variable valve timing and lift for best of 29 mpg city and 37 highway when equipped with manual transmission. A multinational effort, the 500 is being assembled in Toluca, Mexico, the plant used to assemble all of Chrysler PT Cruisers.

Our 500 is not exactly the same as the car is sold in Europe. Adopt more stringent crash regulations in the U.S., the 500 has a new structure and a slightly different design rear torsion beam rear suspension. Other differences between American and European versions are mostly related to comfort seats wider and flatter, more soundproofing materials, and the addition of armrests for the driver. Mechanically, a conventional automatic transmission, six-speed is available. Fiat chassis adjustment and power steering is a little different way, with the latter is slightly faster than the European direction.
Three output levels are available. The key is called Pop, and you start with $ 16,000. Standard equipment includes air conditioning, 15-inch steel wheels, stability and traction control, ABS brakes, seven airbags, electric windows and closing, and tire repair kit. For those who require more luxury in their small Italian cars and who does not?-Fiat offers $ 20,000 trim level Lounge, which adds a fixed glass roof, 15 inch alloy wheels, satellite radio, fog lights, audio system Bose, leather seats and steering wheel, cruise control, Bluetooth and USB port for MP3 player integration.
The version we are most likely to disembark our book for the model of $ 18,000. Fiat called sport, but it’s nothing more powerful than the other 500 models, the nickname has set the firmer suspension. In addition, Sports upgraded from Pop aluminum wheels with 16-inch, red brake calipers, unique front and rear fascia, a Bose audio system and Bluetooth. Choice between different levels of trim includes heated seats, a removable TomTom navigation system, an auto-dimming rearview mirror, power sunroof $ 850 and $ 1,000 for automatic transmission
Customizing buyers 500s is their choice of 14 colors (including four retro colors that were available for the original 500), four interior colors and customizing the program, which allows them to choose between different graphic in the body. It clear that Fiat is the next mini game plan, which allows buyers to express their personality, putting stripes or other embellishments for their cars.
The 500 will be joined by the 500C convertible (actually a giant fabric ceiling) in the summer of 2011. Those who seek power over perhaps wait until the fall of 2011, when the 500 Abarth goes on sale. Fiat has not yet announced how much power and even the engine is in the market for U.S. Abarth bell, but expect around 170 horsepower from a 1.4-liter turbocharged version of the standard four-cylinder engine of car. An electric version of the 500 reaches the end of 2012, Fiat and promises to produce 5,400 of them in the first full year of production. Considering the interest in an unknown microcar an Italian brand with a poor reputation among consumers who have heard, this number could be better applied as a sales target for the first year Decent all 500s. But since this car looks nice options, customization and future version Abarth, Fiat USA in the future is certainly brighter than it was 30 years ago.

FIAT of Tacoma...Life is Best When Driven!!

------------------------------Life is best when driven-------------------------------

There are people who simply live their lives. And there are people who take charge of their lives and llive it so passionately that they are in love with it. Love that shines through in every moment and everything they do - big or small. It is not just cursory appreciation but unadulterated passion. It is this ability to celebrate the smallest of things with infectious excitement that arises from a certain Italian way of life. It is this attitude that is the core of the FIAT brand, its employees, the vehicles they create and the people who rejoice in their ownership - as individuals as well as a proud collective. People who love FIAT cars not just for their simple, beutiful, iconic design. But for their attitude to live big just like they do.

This is not a car. This is a vehicle of passion. This is a medium for people who don't just live their lives. This is a FIAT 500, an extension of a person's genuine feelings, a canvas that brings expressive people together. And encourages them to display emotions that are as personal as they are for everyone.

Some cars go down in history for their technological or stylistic innovations. Others deserve to be remembered sentimentally for the role they've played in the daily life of an entire generation or country. But few succeed in combining the two - technology and sentiment - and leave an eternal mark.

Now in over 80 countries, the FIAT 500 has evolved into a beloved global icon, winning the hearts of passionate drivers, motor journalists and judges alike. Most recently winning 60 international awards, including being named 2008 European Car of the Year and 2009 World Car Design of the Year. Additionally, FIAT MultiAir Technology was recognized as the "Single Most Innovative Engine Technology" of 2010 by the International Engine of the Year Awards panel. Now that's love.

At FIAT of Tacoma we have strong and committed specialists with many years of experience satisfying our customers' needs, and look forward to the opportunity to introduce you to the FIAT brand!

We take pride in serving the Northwest. Including Tacoma, Seattle, Olympia , Auburn , Bellevue, Kirkland, Kent, Vancouver, Yakima, Spokane, Tri Cities, Gig Harbor, Bremerton, Lakewood, Port Orchard, Issaquah, Kirkland, Boise, Idaho Falls, Pocatello, Anchorage, Juneau, Fairbanks, Helena, Bozeman, Great Falls, Billings, and Missoula.

About FIAT of Tacoma - a Tacoma New & Used FIAT Dealership

FIAT of Tacoma is proud to serve Tacoma with quality FIAT vehicles. With models like the 500, 500 Lounge, 500 Sport, 500 Pop and 500C, we have something for every taste and need. Come visit us at 3740 South Tacoma Way to see our vehicles and take one for a test drive.

If you're looking for a used car in Tacoma, we can assist you there as well. Visit our inventory page to see our large collection of pre-owned vehicles.

FIAT of Tacoma is not just your Tacoma FIAT dealership, we also provide a full line of services dedicated to our Washington customers. From Fiat car repairs performed by expert mechanics, to OEM FIAT auto parts, to car loans, FIAT of Tacoma is the smart choice for your automotive needs.

Come in and say hi! We're located at 3740 South Tacoma Way or you can give us a call.

2012 FIAT 500 by Gucci

The Fiat 500 is living proof that a high-end lifestyle doesn’t always mean driving the biggest and most powerful four-wheeled machines on the planet. Thanks to the 500, you can still enjoy the finer things in life while not having to sell your soul for the name of luxury. The marketing boys over at Fiat have found a new way to infuse these two tenets in one small and cute package by striking a partnership with noted Italian luxury brand, Gucci.

Seeing as both groups are celebrating anniversaries of some sort this year – Fiat is commemorating the 150th anniversary of the unification of Italy whereas Gucci is celebrating its 90th birthday - it seemed like a logical move to join forces and, well, celebrate together, all in the name of the red, white, and green. The special edition 500 was born from a collaboration between Fiat’s Centro Stile and Gucci Creative Director Frida Giannini. The car will be on the stand at the Geneva Motor Show together with a Gucci pop-up store within the Fiat stand.

UPDATE 05/09/11: US fans of the Fiat 500 by Gucci will be happy to know that the Italian automaker has approved the availability of the special edition hatchback to the US market. Featuring several styling cues inspired by the world-famous fashion house, the 500 by Gucci is a true collector’s piece for any fan of both brands. Also, Fiat has released a set of new images for the car posing with - what else? - a hot model. Good times all around!

New 2012 Fiat 500 made US debut at LA Auto Show

New 2012 Fiat 500 made US debut at LA Auto Show

20 November 2010

Introduction of the 2012 Fiat 500 at LA. Click to enlarge.

The 2012 Fiat 500 made its US debut at the Los Angeles Auto Show this past week. The four-passenger A-segment car features a new fuel-efficient 1.4-liter MultiAir (earlier post) engine and offers a new six-speed automatic transmission as well as interactive driving software and Blue & Me Handsfree Communication technology. Pricing starts at $15,500. EPA fuel economy ratings are not yet released.
The 1.4-liter engine features four valves per cylinder and is the first mass-production engine for the North American market to incorporate Fiat’s Fully Variable Valve Actuation (FVVA) (MultiAir). With cylinder-by-cylinder, stroke-by-stoke direct air intake control and without a throttle valve, MultiAir technology cuts fuel consumption and CO₂ emissions by up to 10%, while obtaining 10% more power and 15% more torque when compared with similar engines not equipped with the system. The engine delivers 101 horsepower (75 kW) at 6,500 rpm and 98 lb-ft (133 N•m) of torque at 4,000 rpm.
The MultiAir technology is currently available outside of North America on these other Fiat vehicles: Abarth Punto Evo 1.4 MultiAir Turbo 165 HP; Alfa Romeo MiTo 1.4 MultiAir 105 HP and 1.4 MultiAir Turbo 135 HP and 170 HP; Alfa Romeo Giulietta 1.4 Multiair Turbo 170 HP; Lancia Delta 1.4 MultiAir Turbo 140 HP; Fiat 500 0.9 TwinAir Turbo 85 HP; Fiat Bravo 1.4 MultiAir Turbo 140 HP; and Fiat Punto Evo 1.4 MultiAir 105 HP and 1.4 MultiAir Turbo 135 HP.
The new 2012 Fiat 500 offers two transmissions for the North American market. Exclusively available for the North American market, the new six-speed automatic transmission provides the new Fiat 500 with smooth shifting and excellent fuel economy. The transmission allows for driver-selectable gear changes. Should the driver select ‘Sport’ mode by pressing the button on the instrument panel, the transmission’s shift schedule and the steering response are automatically adjusted to provide even more sporty driving dynamics.
An upgraded five-speed manual transmission features new gear ratios for the US market, improving fuel efficiency and acceleration. A new self-adjusting hydraulic-clutch system is standard with this transmission, benefiting drivers with consistent pedal efforts over the life of the clutch and virtually maintenance-free operation. Selecting ‘Sport’ mode with the manual transmission calibrates the pedal-to-throttle relation and the steering response to add greater driving enjoyment.

Key adaptations of the 500 for the North American market include:

• Redesigned body structure for increased strength
• Exclusively tailored suspension for the US market to keep the Fiat 500 nimble while delivering a comfortable and quiet interior cabin for highway driving;
• More than 20 specific hardware modifications/additions for improved noise, vibration and harshness (NVH);
• New four-wheel anti-lock disc brake system (ABS) with redesigned front calipers for optimum brake performance;
• Larger 10.5-gallon fuel tank for extended driving range;
• Upgraded heating and cooling system for North American climate extremes; and
• New steering wheel controls and revised steering effort calibration to increase stability at highway speed (against crosswinds).

The new 2012 Fiat 500 features an all-new air bag system; its seven standard air bags include: driver and multi-stage front-passenger advanced air bags, driver’s knee bag, full-length side-curtain air bags and standard seat-mounted side pelvic-thorax air bags, to offer enhanced protection to all occupants in the event of a collision.
Reactive head restraints that activate during a rear impact are another innovation helping to minimize injuries by reducing the gap between the head restraint and a passenger’s head.
The new 2012 Fiat 500’s interactive driving technology system collects all necessary data relating to vehicle efficiency and, through the Blue & Me USB port, transmits it onto any USB memory stick. Once the driver plugs the memory stick into his or her personal computer, the system presents drivers with the Fiat 500’s detailed environmental performance including the CO₂ emission level for each trip. In addition, it analyzes each driver’s style and provides recommendations on how to modify their driving styles to reduce fuel consumption and CO2 emissions.

FIAT's at Tacoma are Recognized on the Top 10 Green Car List of 2011...

Kelley Blue Book named their Top 10 Green Cars of 2011 and the 2012 Fiat 500 made the list. Kbb.com, the leading provider of new and used car information, annually announces this list present a variety of the best fuel-efficient vehicles worthy for buyers’ consideration – like the 2012 Fiat 500!

2012 FIATDesigned for the individual who wants Italian style, efficiency and personalization options, the new 2012 Fiat 500 Pop includes 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 (TPM).

The editors considered which ‘green’ vehicles were the best of the best at the best price. To be considered for the Top 10 Green Car of 2011 list, each vehicle was required to offer fuel economy and CO2 emissions superior to the bulk of vehicle in its class, and at the same time provide all the safety, creature comforts and driving enjoyment that would make it pleasant to own.

“Fiat is returning to the U.S. after a 27-year absence, and we’re confident this time will be a better experience for all involved. The Fiat 500 offers a new combination of European heritage, sub-compact practicality and is extremely charming..

”The Fiat 500 comes in three different styles including the Sport, Loung and Pop.

FIAT 500 is Engineered for a Lower Impact on the Environment

Fiat commissioned a print advertising campaign to promote their achievement as the the lowest CO2 emmision car range in Europe. A crash test Panda, Walrus and Penguins demonstrate that the Fiat range is engineered for a lower impact on the environment.

Fiat 500: Iconic Eco-Friendly 4-Seater Comes Stateside

By HOLLY REICH
Special to Bumper to Bumper

By the time you read this, you’ve probably seen the signage or heard the buzz about the 2012 Fiat 500, the quintessential Italian car, which has finally found its way to North America. For those who remember, the original Fiat 500, also known as the Cinquecento, made its mark more than half a century ago in Italy.

The 2012 Fiat 500 embodies the iconic qualities that make Italian design so intoxicating with smart, sophisticated and colorful styling. The tiny four-seater, which Fiat refers to as the automotive equivalent of an iPod, is entering a market that appeals to millennials, baby boomers and seniors. Plus, this new member of the small car segment embraces all the appeal of a reduced footprint with 10% greater fuel economy (30 city/38 highway for the manual, 27 city/34 highway for the automatic) and decreased CO2 emissions of 10%.

The 500 comes in 14 zesty colors (both new and vintage) that include: rosso (red), giallo (yellow), rame (copper), verde oliva (olive green) and mocha latte (beige). The pleasingly plump 500 still retains the Fiat mustache (signature whiskers and logo face) because, as one designer says, “It's just too perfect.” The look is completed with large wheel arches, touches of tastefully applied chrome and retro inspired circular headlamps.

In the cabin, the 500 stays true to minimalistic Italian design--simple and functional. The interior is bright with shiny color-coded plastics “to keep the visual going on inside,” buttons highlighted with chromed rings, simple chromed hook door handles that mimic the vintage model and a redesigned center console for beefier drinks. The two-toned seats, a throwback to the 1960’s Cinquecento, are designed to accommodate the larger American.

Of course, the 500 is equipped with connectivity technology including Fiat’s BLUE & ME hands free communication with phone and iPod integration and a diminutive TomTom navigation system.

The car comes in three flavors - Pop, Sport and Lounge - with a choice of 14 seat and material combos and 500 additional accessories to amp it up. The Pop model features manual transmission and 15” wheels; the Sport adds red painted brake calipers, chromed exhaust tips, gloss black window trim and a sport tuned suspension; and the Lounge jazzes it up with more chrome, a fixed glass roof and more luxury elements.

But, bottom line, it’s going to be the marketing that will propel this micro car’s success. Laura Soave, Head of Fiat Brand North America, hired in March 2010 to head the company’s return to North America, is intent on blending European culture with the needs of American consumers. She comes by it naturally. Soave is the daughter of Italian immigrants who spent her childhood summers near Rome; the fluent Italian also has cousins and uncles who worked at Fiat's factory in Piedimonte San Germano, Italy.

Soave is invested in creating a small dealer network and positioning the Fiat 500 "Cinquecento" minicar as a trendy brand for the smartphone generation.

In late 2010, Soave delivered half-dozen Cinquecentos to the world-renowned Art Basel show in Miami Beach where a group of Italian artists and University of Miami students decorated the cars. It’s this type of hands on initiative that Soave feels will capture younger consumers.

"It's important for people to touch and feel," she said. "TV commercials are great for entertainment purposes, but it doesn't really get you to experience the brand.

"American consumers want new stuff, and you need to constantly evolve with them.”

In fact, at Milan Fashion Week, Fiat teamed up with Gucci to celebrate the 150th anniversary of the unification of Italy and Gucci’s 90th anniversary.

The Gucci Fiat is black or white with the designer’s trademark green and red stripes festooning gearshift, floor mats and leather on the seat belts. Both fabric and leather seats will also feature Gucci’s Guccissima print. And, oh yes, the Gucci key chain is the necessary item.

It seems that Soave’s position at Fiat was in the stars. After taking the job at Fiat, Soave’s parents found a photo, taken during a trip to Italy, of 3-year-old Laura sitting on a Cinquecento.
"My dad brought it to me and said, 'Look at this, it's destiny,'" she said.

75 Great Reasons to Choose Fiat 500 Over the BMW MINI....Come get you FIAT at Tacoma

75 Great Reasons to Choose Fiat 500 Over the BMW MINI

Overall Comparison, Fiat 500 vs. MINI:

1. The Fiat 500 base price MSRP is $4600 less (-23%) than the base BMW Mini MSRP.
2. The Fiat has a 5 star European NCAP rating for driver & passenger safety. Mini has a 4 star rating on driver & passenger safety. Mini has 5 stars for rollover protection only.
3. The Fiat has a better aerodynamic CD; Fiat: .35, base Mini: .37, Cooper S: .39
4. The Fiat base weight is 352 pounds less than the Mini’s base weight.
5. The Fiat’s maximum passenger/cargo capacity is 970 lbs., 154 lbs more than Mini’s 816 lbs.
6. The Fiat’s 34.8 ft. turning radius is 3 foot tighter than the Mini’s 38 ft.
7. The Fiat’s ground clearance is 4.1 inches; the Mini’s ground clearance is 5.5”.
8. The Fiat has lower insurance rates than the Mini yet the same warranty; 4 years, 50K miles.
9. The Fiat has 3 year 36K free maintenance, includes car rental and is transferable!
10. The Fiat suspension sub frame is attached w/o rubber isolators that could fatigue or wear out.
11. Fiat has a standard theft alarm, but it’s a $500 option on BMW Mini.
12. Fiat parts prices compare lower in price than BMW Mini parts.

Exterior Comparison:

13. Fiat has 14 exterior colors but only two are $500 extra. Mini: 7 of 10 colors are $500 extra!
14. The Fiat is taller overall with more upright seating position for better road view than the Mini.
15. Fog lights on Fiat Sport & Lounge are standard. Fog lights for base Mini cost $250.
16. The Fiat Lounge has fixed glass sunroof standard. Mini has no such thing.
17. The Fiat electric sunroof is an $850 option but the Mini sunroof option costs $1000.
18. The Fiat has quieter DBA noise level at idle and at speed on the road.
19. The Fiat has lower emissions than the Mini as well as lowest in class.
20. The Fiat has Bi-Halogen Headlights with daytime running lights.

Interior Comparison:

21. The Fiat has more space within the wheelbase devoted to passenger room.
22. Fiat drivers fit up to the 90th percentile adult, up to 6’ 1” without bumping headliner.
23. Fiat rear seat passengers cover a 70th percentile, up to 5’9 without bumping liner.
24. The Fiat has more rear seat leg room, Fiat 32.2”, Mini has 29.9”
25. The Fiat 500 has 6.5 cubic foot more trunk space than the Mini’s 5.7 cu. ft.
26. The Fiat has a longer luggage floor w/ seats upright, even though it’s shorter outside.
27. The Fiat 500 has a longer luggage floor with the seats folded down too!
28. The Fiat holds 30 cu. ft. of cargo w/ seats folded down; the base Mini only 24 cu. ft.
29. The Fiat’s front passenger seat in base model has a storage compartment. Mini does not.
30. The Fiat has an outboard top seatback lever and in board lower lever for rear passenger egress.
31. Centralized pod instrument bezel on the Fiat is directly in front of the driver, not on Mini.
32. Fiat driver switches, controls and levers are much easier to reach than in the BMW Mini.
33. The Fiat driver has an 8% downward slope view to the road ahead, a steeper angle than Mini.
34. Fiat drivers do not need to turn their head to see the heater controls, only look down.
35. The Fiat gear shifter is closer at hand than the Mini with a very short throw.
36. The Fiat center armrest is standard; the Mini center armrest is a $250 option.
37. Fiat offers heated seats & mirrors for less than Mini’s same $750 cold weather combo package.
38. The Fiat 500 has an HVAC system with micron air filter for the cabin, even on base models.
39. The 500 offers “equivalent temperature” sensors, changing settings based on inside and outside conditions of temperature, humidity and airflow.
40. The Fiat has “Eco-Drive”, a download computer application to review actual driving habits.
41. The Fiat includes an air compressor for tires as standard equipment.
42. Tom-Tom docking feature on Fiat eliminates wires or plug-ins to cigar lighter.
43. The Fiat offers superior “Blue & Me” interactive link w/ steering wheel controls & USB port.
44. Fiat’s Blue & Me system is $400 option, but a similar system is a $1750 package on the Mini.
45. The Fiat BOSE 6 speaker Audio system requires 50% less energy & 30% smaller.
46. The Fiat BOSE audio has amps under the front passenger seat, out of the way.

Performance Comparison:

47. The Fiat manual gets better mileage; the Fiat 30/38 MPG vs. Mini’s 28/37 MPG.
48. The Fiat does not require premium fuel. All Minis’ require at least 91 octane!
49. The Fiat 500 has a better power to weight ratio than the Mini base 1.6 engines.
50. The Fiat has patented Multi-Air valve technology, unavailable on the Mini.
51. The Fiat Pop, Sport & Lounge all have a stainless steel exhaust system standard.
52. The Fiat has hydraulic cam followers and never needs a valve adjustment.
53. The Fiat 6 speed automatic is $1000 option; mates buying the Mini pay $1250.
54. The Fiat automatic transmission has a one touch shifter + or -, the Mini does not.
55. Fiat has a dashboard “Sport” switch to sharpen the steering and auto trans shift points.
56. The Fiat has a 2 second “hill holder” that keeps manual car from rolling back.
57. Fiat has traction control standard. It’s an option on base Mini for $250.
58. The Fiat’s “HBA” hydraulic braking control compensates for pressure in panic stops and lowers actuation time for maximum braking force.
59. Fiat braking “EBD” reads wheel speed data for faster brake response times.
60. The Fiat “ESP” calculates wheel longitude and lateral grip, cutting in when wheel slip is beyond parameters by adjusting throttle input and opposite wheel brake bias.
61. Fiat’s “ASR” reduces wheel slip at all speeds and adjusts torque for grip detected.

Safety Comparison:

62. The Fiat has 7 airbags standard while Mini has only 6. Fiat includes driver’s knee airbag.
63. The Fiat has double seatbelt pretensions to tighten in a crash event sequence. Mini has only
single belt pre-tensioners. All 4 Fiat seats include 3 point belts and reactive head restraints.
64. The Fiat has a lower forward vision angle of 8%, Fiat driver sits more upright.
65. The Fiat’s narrower “A” pillars are of high tensile steel for safety w/ better visibility.
66. The Fiat front & rear seats have anti submarine devices to prevent sliding under belts.
67. The Fiat has breakaway foot pedals in high impact frontal crashes to protect feet.
68. The Fiat has soft energy impact hood area in case the car ever strikes a pedestrian.
69. Fiat’s “FPS” fire prevention switch cuts off valve & inertia switch stops the electric fuel pump in a crash. It even works in a rollover crash.
70. The Fiat’s interior trim is flame resistant. Mini does not use flame retardants.
71. Fiat’s doors automatically lock at 12 MPH+. Mini’s have no speed related device.

Heritage Comparison:

72. Fiat since 1899 is an independent manufacturer. Mini was BMC, now owned by BMW.
73. The original Fiat 500 appeared in 1957, the original Mini in 1959.
74. The Fiat 500 is sold in 90 countries; the BMW Mini… considerably less.
75. Enzo Ferrari drove a Fiat to work daily. Enzo never drove a Mini. Ever.

A Measure of the 500's Broad Appeal!

Caitlin Hemby, 16, hasn't driven much. Robert Latimer, 88, has. Both wanted Fiat 500 minicars and bought the first two sold by Fiat of Lakeside in Macomb Township, Mich., near Detroit.

Latimer is a retired Chrysler modeler and prototype maker who farms several hundred acres near Richmond, Mich., northeast of Detroit. His interest was piqued by what he'd read about the 500, so, he says, in March, "When they opened the dealership I went down to buy one."

Now, says the 6-foot-tall Latimer, "I make plans to go where I don't even want to go, just to drive it."

Hemby was to get her first car as a birthday present last September, but says she waited for the 500's arrival in March because she couldn't find anything else with the Fiat's blend of fuel efficiency and charming looks.  "I love driving it," says the 5-foot-2-inch-tall junior at Seaholm High School in Birmingham, Mich. "If I were a car, this is what I'd be."

A short teen new to driving and a tall farmer who's a veteran of everything from Harley-Davidson motorcycles to trucks and tractors — Fiat U.S. chief Laura Soave hopes that range is not a quirk, but rather a measure of the 500's broad appeal.

It needs to be broad. The little car, which starts at $16,000 and is the first Fiat sold in the U.S. since 1983, is the foundation for the Italian brand's return.

"The 500 sets the stage," Soave says.

More has been done with less. Volkswagen began in the U.S. selling two Beetles in 1949.