NF500 / 500 Marketing

Fiat has shot a publicity film in a Moroccan salt lake on the border of Algeria, which shows vehicles from the Fiat range all racing together to form a giant moving Fiat 500 outline.

The tag line takes that annoying sporting and business phrase of “110%” a whole lot further by claiming that every Fiat is 500% Fiat, and is supposed to reflect how every car is significant to the image of the brand, of which the Fiat 500 is supposed to be the embodiment.

The commercial is already on YouTube, and presented below for your entertainment and delight (or something like that anyway).

Exactly 50 years on, a group of Fiat 500s will once again return to historic Liege in Belgium – leading a 10-day celebration of one of the greatest endurance rallies ever.

The Fiat 500s, dating from the 1950s, are part of a stunning entry list confirmed by organisers of this July’s Liege-Brescia-Liege rally which, in 1958 was unique. Then, the challenge comprised 3300km of gruelling roads, including treacherous mountain passes through the Alps, Dolomites and Yugoslavia, driven flat out – and all in cars of less than 500cc.

This year, when the rally is reborn as part of the 50-year celebrations, Fiat will be providing support in the form of a transporter full of new Fiat 500s, the vehicle that shows small cars can be fun to drive while offering fuel consumption of just 4.7 litres per 100 kilometres (50 mpg). Any classic microcar breaking down during the rally and not able to be repaired swiftly en route, will be swapped for a new 500 so that the crew can continue to enjoy the event.

Rally organisers and technicians will also use a fleet of Fiats, which will offer receptions for competitors at overnight stops along the route, including Liege, Karlsruhe, Cortina d’Ampezzo, Ljubljana, Bolzano and Brescia.

Liege-Brescia-Liege 2008, organised by ClassicRallyPress Ltd pays tribute to this pioneering attempt to prove the practicality, durability and usability of tiny cars that were often dismissed as ‘city cars’.

In 1958, 36 cars entered the event but only 13 finished, and they included all seven of the 500s that started the rally. The 500s eventually placed 1st, 2nd, 4th, 6th, 7th, 9th and 13th.

A 1958 report showed that the total engine capacity of all 13 cars that finished the event was less than that of one typical American car of the time – yet the 13 cars had transported 26 adults 2000 miles over tough terrain, non-stop for three nights and two days.

This may be considered the first environmentally-conscious car rally, and the 2008 event sets out to prove once again that you can enjoy an unforgettable drive across many of Europe’s most beautiful mountain passes even in a small-engined car that is frugal on fuel.

The Liege-Brescia-Liege Rally 2008:

Starting from Liege on 11 July, the celebration rally covers the same 3300km/2000 mile route as the 1958 event, including Europe’s toughest mountain passes, combining evocative names such as the Stelvio and Gavia with less well-known but equally challenging roads like the Vrsic in Slovenia. Overnight halts are: 11 July Karlsruhe, 12Munich, 13 Cortina d’Ampezzo, 14 Ljubljana, 15 Bolzano, 16 Brescia, 17 Bolzano, 18Munich, 19 Karlsruhe and 20 Liege.

Cars that would have been eligible for the 1958 event will compete for awards in classes of 250cc, 350cc, 425 and 500cc – an additional ‘Spirit’ category welcomes cars up to 700cc and of a type built up to 1968, again divided into capacity classes. The rally is organised by ClassicRallyPress Ltd with the support of the Royal Motor Union of Liege, which coordinated the 1958 event.

According to an interview in the Financial Times, Fiat CEO Sergio Marchionne has made a vow to “replicate the Mini phenomenon in the US”, saying that the Fiat 500 will be released Stateside after the range has expanded to include further models.

That’s a pretty high standard to set the diminutive Fiat, considering that MINI, under parent company BMW, arguably worked on completely transforming the public attitude towards small cars in the States with a highly effective (and expensive) advertising campaign. MINI had the further advantage of a well established network of successful BMW dealers who were more than prepared to put their money into the launch of the MINI brand with dedicated showrooms across the states.

It will be interesting to see how Fiat tackle targeting America with the new 500, which will follow the Alfa Romeo brand back to the USA, but it’s going to be a tall order and very interesting to watch.

Not in a gun toting craaaazy kind of way, more of a take a tour with a Fiat 500 and a Polaroid camera (RIP) and see what you can up with fashion.

The results are pretty cool, some we think work better than others, but beauty is, as they say, in the eye of the beholder.

Catch more examples on Maurizio Galimberti’s official website.

After the success of the new Fiat 500 in Turin, Paris, Berlin and London, attention has turned to Tokyo (Japan) where a novel exhibition was dedicated to the car. The event saw more that 500 guests participate, including journalists, entertainers, representatives from Italian institutions (including ambassador Mario Bova) and the managing director of Fiat Automobiles - Lorenzo Sistino.

Through this striking exhibition, the Italian brand paid homage to Japanese culture, underlining the strong ties that unite the two nations. Japan is particularly attuned to the best Made in Italy products – from fashion to design, gastronomy and art. Among these, the Fiat Group has contributed to shaping the “automobile culture” even outside of the national confines.

Alongside the event in Tokyo, the work of artist Giuliano Ghelli was displayed in the exhibition rooms of the Italian Centre for Culture. Among the works of the Tuscan maestro, the “Macchina per Sognatori” (Car for Dreamers) stands out. The work is a tribute to the Fiat 500 – a symbol of Made in Italy and an ambassador for environmental compliance, as already demonstrated today by its “Euro5 Ready” engines.

The new Fiat 500 comes from a true automotive legend and represents a legacy of stories and concepts that relate to all. It is no accident that this is the “people’s car, created by people” - as its commercial debut also showed (from 15 March) alongside Japan’s spectacular event: the “Sakura” - cherry blossom. For about two weeks in spring, “hanami” – picnics - take place (both day and night) under the spectacular trees which are by now in full bloom. The whole population participates in a ritual dedicated to the beauty of nature.

And in merrymaking Italian style, the brand will open the Fiat Café this spring in Aoyama (Tokyo). Here, the public will be able to appreciate the concept of the “Caffè” which will be a meeting place for excellence and synonymous with cosmopolitanism, human warmth and compassion. All new 500s maintain the singularity of Fiat models and will feature right-hand drive in Japan. Initially, they will be the Lounge version which has a 1.2 8v 69bhp engine, combined with the Dualogic robotised gearbox. The Pop and Sport versions will then become available as well as the brilliant 1.4 16v 100 bhp engine with Dualogic gearbox.

Finally, highlighting the strong ties between Fiat and the nippon culture, the new Fiat 500 has been “scripted” into the animation film “Lupin the IIIrd. Green vs. Red” (the DVD will be officially launched in Japan on 2nd April). The film celebrates the 40th anniversary of the famous “ladro gentiluomo” (gentleman thief) designed by Monkey Punch. However, it is certainly not the first time that the eclectic character has driven a Fiat 500: in fact, over the years Lupin III has often been spotted on board a 500 during his incredible adventures.

Today at Monte Carlo (Monaco), Felipe Massa was presented with a Fiat 500 powered by an exclusive 1.4 litre, 120 bhp engine and personalised with unique graphic details, such as his signature embossed in the sill scuff plate.

With Pearl White paintwork and interior trim in brown Cordura, the supermini given to the Scuderia Ferrari driver is, of course, the Sport variant, with a Skydome electric sunroof, 16” diamond alloy finish and red brake callipers.

What really sets the car apart, however, is its lusty 1.4 16v engine with a power output raised to 120 bhp by Fiat Powertrain Racing, the FPT (Fiat Powertrain Technologies) division responsible for the design, research, development and production of engines for competition use, performance kits for petrol and diesel units and, lastly, special engines for limited edition models.

So a distinctly sporty Fiat 500 for the charming, talented Brazilian driver who picked up six pole positions and three wins (Grand Prix of Bahrain, Spain and Turkey) last season, finishing in fourth place and contributing significantly to Ferrari’s Constructors’ title and to team mate Kimi Räikkönen’s World Drivers’ Championship victory.

This major sporting achievement is reflected perfectly in a car that has garnered numerous prestigious international accolades, such as “Car of the Year 2008”, “EuroCarBody 2007”, “Auto Europa 2008” and “European Gay Car of the Year”. This is why the Brazilian driver and the Fiat 500 are so well matched, as the sporting and personal attributes of Felipe Massa are echoed in the character of the Fiat 500: a car that is lovable and unconventional, yet innovative and successful.

Fiat in Germany is using public transport to publicise the Fiat 500 to rail passengers in Berlin.

Fiat have commandeered a special freight train that is cruising around the underground network in Berlin, ridden by a couple of Fiat 500s carrying the message “Happy New Car of the Year to You”.

Clever piece of marketing, you can read more on ItaliaSpeed.