NF500 / italy

New Fiat 500 Header
Visit Wessex Garages

Posts tagged with italy

Customer Think feature on the Co-Creation of the New Fiat 500

August 14th, 2007

Customer Think has a short but interesting opinion piece on the marketing and customer engagement that Fiat has used during the build up to, and following the launch of the New Fiat 500.

The official Fiat 500 website has been interesting to watch for quite some time during the build up to the new baby Fiat’s public release, especially for a person who has an interest in marketing, IT and cars.  The emotive marketing messages Fiat have used, especially in Italy where the 500 has proved a smash hit already, have also provided an intriguing counter to the style and presentation of the oft compared new MINI when it was launched.

The focus of the piece is “Customer Engagement”, basically a technique used by an increasing number of companies, across a broad range of industries, whereby the customer is given a real sense of ownership, of involvement, and a closer relationship to the brand and/or product.

It’s relatively brief, so if you’re looking for an alternative angle on the Fiat 500 it’s worth a quick glance at least.  You’ll find it on the Customer Think Blog.

NF500 drives the New Fiat 500

August 9th, 2007

After much scampering around in our attempts to find a New Fiat 500 to review, thanks to the great help of Motorvogue in Northampton, we finally get to grips with the new Fiat 500 1.4 litre Sport.

We had been trying to set a date with an official Fiat press fleet car, there is apparently a demonstrator in the UK on a flying visit from Italy, but when we caught word that Motorvogue had a Fiat 500 display vehicle on their premises, which just happens to be only a short drive from NF500 HQ, we couldn’t let the chance slip by. So a phone call later and we’d arranged a test drive and photo shoot for the very following morning. Excellent.

New Fiat 500

We should probably make it clear at this point that the left hand drive, Italian spec 500 that Motorvogue are showing is not for sale, and is not actually a test car either. But if you do want to go and see the new Fiat 500 in the flesh well ahead of it’s UK launch next February, then it’s there for all to see, touch, and crawl all over. Motorvogue also already have a long list of customers waiting to have their orders placed with the factory when UK allocation becomes available. So if you want to be among the first to own one of these little beasties in the UK, you’d be well advised to get in touch quickly. With overseas demand continuing to exceed all expectations, who knows what the UK allocation will be next year.

Anyway, now that the disclaimers and thanks are out of the way, lets get on with the review!

Amazingly for the so-called British Summer Time we’ve been experiencing this year, the conditions for our first hands on encounter with the new Fiat 500 could hardly have been better. Warm weather and blistering sunshine were our welcome companions as we drove along the M1 motorway in a MINI Cooper S Convertible to finally get our mitts on the new baby Fiat. Oddly enough, we passed a pristine Red Fiat 500 (original version) on the back of a trailer as we made our way North, small World.

New Fiat 500 Rear

The first impression of the new Fiat 500 as we passed it, circling for a nearby parking space, was how small the car appears. From the view in our MINI it looked very short, and with a more bulbous appearance. With the red 500 we passed fresh in our minds the styling queues of the new car were clear for all to see. This is very clever reinterpretation of a classic design.

The new 500 has been strongly promoted as an example of the quality Fiat wish their brand to stand for. They’re working hard to shrug off a less than ideal image for build quality and the 500 is intended as a little gem to show just how far they’ve come over recent years. Externally it has to be said the car looks very high quality. The silver paintwork is probably not the best to accentuate the lines and intricacies of the design, but all shut lines around the boot, bonnet and doors seems consistent and tight, nothing felt wobbly or weak, and the lines of the vehicle flow nicely from front to back. It’s a pretty car, and that could put off a lot of would-be male customers, but it really shouldn’t.

Fiat 500 Interior

Inside the new 500 Fiat have pulled off a pretty neat trick. This example in particular, with it’s grey and black interior trim, has a lot of grey plastic on show, and we have a bit of an aversion to dull grey plastic. But here’s where the designers have been smart. Once sat in the car, most switch gear and controls you actually touch and feel are finished nicely, with shiny plastic, chrome accents and really nice chunky little steering wheel. The perception you get is of a higher quality car all around. We’ve seen a lot of the motoring press heap high praise on the quality of the Fiat 500, and while we can now understand their exuberance, we can’t quite find ourselves agreeing that the 500 is on a par with the BMW produced MINI, which really did set a new standard in small car quality when it hit the market six years ago.

Fiat 500 Rear Seats

But what the 500 does inside that the MINI doesn’t do so well is offer some very clever packaging. There are storage pockets, cup holders and trays in every nook and cranny. There’s bags of head room, rear seat space is surprisingly good for a car so small, and the boot puts that of the MINI to shame. The Fiat 500 in that respect is extremely good for a car so small and stylish, Fiat have successfully combined Form and function, so maybe they have made the iPod of the motoring world after all?

Fiat 500 Boot

Obviously from a drivers point of view the seating arrangement is key. We found the 500 a little odd in that department. The seats didn’t offer much adjustment, and even with the seat base at it’s lowest angle we felt a little higher than we’d usually like to be sat. Although, at 6′ tall we still had plenty of head room and certainly found ourselves comfortable. If we had more than a couple of hours behind the wheel we’re confident we could make it “just right”, but from our relatively short experience the seating position wasn’t fantastic. Even though this 500 was the Sport edition, the seating felt much City Car than little Sports Car. Hopefully this is something the hot Abarth versions will put right for those wanting something a little more sporty.

Another tiny annoyance we also found was that the sloping a-pillars could interfere with your line of sight quite badly when pulling out of tight country lane junctions. This isn’t something unique to the 500 though, and seems to be a side-product of modern car design and production. The feeling of space granted by the sloping windscreen and relatively large dash area do more than compensate for this minor annoyance.

Fiat 500 Dials

As for the dash display and operation, gear change and steering wheel we could find very little at fault. The 100hp engine coped well with the lanes and the congested city traffic, if you work the snappy six speed gearbox well enough you could nip about quite effectively, and while the engine is quite peaky by nature, it can make for an engaging drive. The steering wheel is not overly big, and while the weight of the steering could maybe be a little beefier, the response from the power steering was nice and positive, and you felt confident in the twisties. With Sport mode engaged, things are improved a little more, but the change isn’t as obvious as we had previously experience with the Sport button in the second generation MINI Cooper.

Fiat 500 Engine

Road noise in the cabin was surprisingly subdued, it was more than possible to carry on a civil discussion at 60mph on the not-so-smooth lanes of Northamptonshire. The suspension was firm, but not jarring and body roll was at a more than acceptable level. The car feels surprisingly mature for a fun little thing, and we felt we could quite easily drive for reasonably long distances without cause for complaint.

Public reaction to the 500 was also interesting, we’ve driven a few cars before release on public roads and the look on the faces of people walking by is a good gauge to how public reaction at large could be. A sort of “silent vox pop” situation. The 500 certainly drew attention and glances on the road, and when we stopped for photographs people of all ages showed an interest. A group of young boaters unanimously declared it “cool”.

Fiat 500 Nose

Our lasting impression of the Fiat 500 was that of a job well done. While clearly produced to a budget, and there are cracks in the make-up in terms of materials and some of the less obvious detailing, you walk away feeling that Fiat have achieved their aims and produced a seriously amusing little car that looks fantastic and leaves you smiling. And if you can’t have fun behind the wheel, then what’s the point?

We cant wait to spend some more quality time behind the wheel of the new Fiat 500, when we hope to be able to offer some more in depth opinion, thanks again to Motorvogue for the opportunity and hospitality.  For more photographs, check out Flickr.

Fiat is “Cool Again” say The Economist

July 16th, 2007

The Economist has an excellent report on the Fiat group.  The article in particular focuses on the companies remarkable turnaround from the brink of bankruptcy to returning a profit, culminating in the release this month of the new flagship Fiat 500.

As many writers have done recently, the author believes the new 500 will serve to add a halo effect to the company, enhancing and reinvigorating Fiat’s image, particularly in their home market of Italy.

The new 500 raises Fiat’s game further. Some analysts have questioned the impact it will have on Fiat’s future, arguing that it is a niche model that will be built at a rate of “only” 120,000 cars a year. But the reaction of the usually hard-bitten motoring press suggests otherwise. In recent years no small car, not even the new Mini (designed by Frank Stephenson, the man behind the new 500), has been greeted with such enthusiasm.

The report, particularly for an online edition, is detailed, informative and well worth a read if you want to appreciate a little better what the 500 means to Fiat, and how the financial world believe it will affect the companies fortunes.

Fiat 500 wants to be Affordable and Fashionable

July 10th, 2007

Fiat are reportedly planning a range of finance packages linked to incrediby long warranties to ensure the new 500 is affordable to as many as possible when it goes on sale in the UK, following similar moves in the Italian and French markets.

In Italy, buyers of the new Cinquecento can chose any model with a mix of 100 accessories for five Euros a day, while in France the 500 is available for a 50% down payment with the remainder payable as a lump sum after two years. Buyers opting for either of these packages are also given a five-year, 500,000 kilometre warranty. Fiat is planning to bring similar schemes to the UK.

Also available will be roadside rescue packages, going so far as to help you if you run out of petrol or lose your keys! In addition collect-and-deliver servicing deals like those more commonly offered with higher-end cars are planned.

This is all according to What Car? who report Fiat claim the 500 is about individualism, not exclusivity, with UK prices possibly starting at around £9,000 for the basic model.

See the 500 Invade the Piazzas of Italy

July 9th, 2007

While we’re amazed and delighted at the positive response to the NF500 Flickr group, we were also greatly impressed by Marco Molinnari’s map of photographs taken at the launch weekend of the new 500 across the Piazzas and public spaces of Italy. If you want to see how the Fiat 500 was shown across some stunning locations, we suggest you check out MarcoMolinari.it.

See Photos of the 500, Share Photos of the 500

July 7th, 2007

If you enjoy looking at photographs of the new Fiat 500, then we highly recommend you pour yourself some of your favourite beverage, take a break, maybe put on your favourite tunes and wander over to the NF500 New Fiat 500 Flickr Group.

At the time of writing several contributors have generously shared a total of over 200 images of the new Fiat 500. In the group Photo Pool you will discover varied and interesting photographs of the new Cinquecento. The photographs offer a great mix of interior and exterior portraits, as well as individual takes on the Fiat 500 launch and Birthday party in Turin. There are also some great images from around Italy where the new Fiat 500 has been placed on display this weekend.

So go on, spoil your eyes and take a trip over the NF500 Flickr Group, and if you have some photographs of the Fiat 500 of your own to share, feel free, the more the merrier!

Fiat 500 Makers Threaten to Strike Over Pay

July 6th, 2007

Reuters is reporting that workers in Poland, where Fiat is building the new version of the Cinquecento model, plan to call a global strike if they do not get a pay raise, according to a report in Polish newspaper Rzeczpospolita on Friday. Workers at the Tychy plant have asked Fiat to raise their minimum monthly wage to 2,800 zlotys ($1,008) from 1,435 zlotys, saying they had the support of workers in Italy and Brazil for a one-day global strike if needed.

If we work so well and are able to work even better and raise our productivity, then we have to get more money,

said Rajmund Pollak, vice president of the Solidarity union in Tychy.

The union has given Fiat until July 13 to respond.

At a news conference on Thursday, Fiat Chief Executive Sergio Marchionne responded to a question on wages from a Polish reporter by saying workers’ demands would be a issue that the auto industry as a whole would have to confront.

At 1335 GMT, Fiat shares were up 3 percent at 23.26 euros, after earlier reaching their highest level since September 2001 at 23.41 euros.