NF500 / bmw

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.

Auto Express have given the new Fiat 500 a nice balanced first drive review, and it’s now up on their website for all to enjoy.

The short piece goes over many of the strengths and weaknesses of the new 500, making the obvious comparisons between the baby Fiat and the baby BMW aka MINI One. The conclusion seems to be the same as many have drawn, maybe not so sporty to drive or as quality overall, but better value for money and, certainly at this stage, more quirky and individual.

With all the talk of the “retro battle” between the Fiat 500 and the new MINI, or at least of how Fiat can benefit from the success of the MINI and learn from BMWs approach, the Ford Ka has been a little overlooked.  Until this week, when Car Magazine’s online publication posted more (rumoured) details of the upcoming budget Ford, which has sparked a fair bit of interest (and indeed, this very article).

The article itself doesn’t offer very much by way of new information, but does tie together some previous reports and rumours in a neat, easily digestible package.

The reason this could be of interest to Fiat 500 fans is the fact that the new Ford Ka is based on the Fiat 500 platform, and Car claim it will also mimic the baby Fiat in almost every other way.  Same engines, different tuning packages, a convertible, a larger “SUV” variant.  Basically everything the 500 will do, the Ford Ka will do.  But cheaper.

And here’s the reason we feel the Ka, not the MINI, Beetle, or any other cool car is the one to watch with regards to the success of the 500.

Very few dispute the Fiat 500’s looks, charms, and unique appeal.  But Ford have also been raising their game in terms of quality and style recently, winning over many with their latest Mondeo as the best vehicle Ford have made in a long time.  If the Ka can carry on that trend of quality and style then it could grab sales from Fiat as the sensible, budget equivalent of the 500.

True, the Fiat is retro and chic, while the Ford Ka will without doubt go for a modern, even futuristic style.  But in the same way some knocked the Beetle for being a “Golf in a skirt”, the 500 may be seen as Ka in a pretty frock.   And if you do want to continue the MINI - 500 references, the unique platform of the MINI was a strong selling point for BMW.

I guess the question is, “for what price style?” and Fiat will have to be careful to continue to get the balance right when the Ford hits the scene in 2008.

Mike Rutherford, a British motoring journalist not known for holding back with his forthright views is pondering if Fiat have created the “Car of the Year” in their new 500 only half way through 2007.

In his report Mr Rutherford praises not only the vehicle itself, but puts it side by side with the more expensive MINI range and questions the value of the latter now the baby Fiat is on the scene.

Of driving the new Fiat 500, Mike can’t be more complimentary in his opening few paragraphs

While driving 1.2 and 1.4 versions of the 500 in Fiat’s home town… I instinctively did something I’ve almost forgotten to do behind the wheel of a motor car: smile, have fun, remind myself that great cars don’t need to be high powered and cost tens of thousands of pounds to be hugely entertaining and highly effective.

The 500 presses all the right buttons.

In the article published in the AOL Motoring section, Mr Rutherford then goes on to pitch his own battle lines between Fiat and BMW in the MINI versus 500 crusade, and falls well in favour of the Italian supermini. Indeed, this certainly isn’t the most in depth review of the new Fiat 500 we’ve yet to read, but it’s certainly one of the most emotive and emotional appraisals we’ve seen from a non Italian publication. When it comes to reinventing a brand from a bygone era, emotion is key, and we feel Mike has been well and truly won over by the spirit of the new bambino.

Automotive News have reported Today that the new Fiat 500, in Abarth form in particular, could well be sold in the USA.

This isn’t a new rumour, but when it’s Fiat CEO Sergio Marchionne who’s the one doing the gossiping, it surely adds some rather juicy fruits to the grape vine!

Apparently Marcionne has said he would like to sell an Abarth 500 in the US in competition with BMW’s MINI Cooper and Volvo’s C30.

The bad news is that if this happens at all, it wont be until at least 2010. Before Fiat can even begin to make this dream a reality they will have to get themselves back on track in the USA with the Alfa Romeo badge (who’s design team is now headed up by Frank Stephenson, who also lead the design team on the new 500).

Could the new 500 AND the new MINI Cooper prove cult smashes in the USA? Who knows, but we’d care to bet there’d be a lot of people excited by the prospect.