Incredibile! Il Cinquecento Prima Edizione

Bertel Schmitt
by Bertel Schmitt

Fiat retreated from U.S. shores in 1983, but that doesn’t stop die-hard Fiat fans from keeping their Fix-it-again-Tonys alive, and from congregating once a year. This weekend, the annual convention of the Club Fiat-Lancia Unlimited was held at the Biltmore in Asheville, NC. At their closing dinner, Laura Soave, Head of Fiat North America, made Fiat fans an offer they can hardly refuse:

Get first dibs at the Fiat Cinquecento ‘Prima Edizione’ (First Edition) model. A total of 500 of the collector-edition Fiat 500 models will be sold in the United States. And what makes la Prima Edizione so especiale? Wait until you hear this:

  • Each Fiat Cinquecento Prima Edizione will feature a sequentially numbered vehicle identification number (VIN) and a matching badge
  • Fiat fans will be able to select their model build number
  • A total of 500 Prima Edizione vehicles will be sold in the United States

Perfettamente. Just great.

Once Fiat fans find out that the Cinquecento Prima Edizione will be available in bianco (white), rosso (red) and grigio (gray), that car will be oversubscribed.


Bertel Schmitt
Bertel Schmitt

Bertel Schmitt comes back to journalism after taking a 35 year break in advertising and marketing. He ran and owned advertising agencies in Duesseldorf, Germany, and New York City. Volkswagen A.G. was Bertel's most important corporate account. Schmitt's advertising and marketing career touched many corners of the industry with a special focus on automotive products and services. Since 2004, he lives in Japan and China with his wife <a href="http://www.tomokoandbertel.com"> Tomoko </a>. Bertel Schmitt is a founding board member of the <a href="http://www.offshoresuperseries.com"> Offshore Super Series </a>, an American offshore powerboat racing organization. He is co-owner of the racing team Typhoon.

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  • Mrhappypants Mrhappypants on Jul 11, 2010

    Ha. "Fix it again Tony." Haven't heard that before. [/sarcasm]

  • Dave-the-rave Dave-the-rave on Jul 11, 2010

    I agree with ScottMcG that it would be nice if the first 500 cars gave you something you can't get on car #501 besides a number. You know, special interior trim, etc. Otherwise, I think it's nice that that Fiat gal is named after an Italian wine.

  • Buckshot Buckshot on Jul 11, 2010

    "Even if Fiat is on par with say VW (and that remains to be seen), why wouldn’t people still prefer Honda or Hyundai or KIA?" Because they have not the same buyers. People who buys Kia and Hyundais see cars as transport. People who buys Fiat 500 and Alfa are looking for an image.

    • Dynamic88 Dynamic88 on Jul 11, 2010

      You're right, of course. I'm kinda merging this discussion with the "stand alone dealer" discussion of a day or two ago. The 500 is for fashionistas, but that's a limited and temporary market. For Fiat to actually survive, much less do well, they'll have to provide basic transport machines, w/o the image. I doubt if Fiat is up to competing with the Japanese - at least in the NA market.

  • Buckshot Buckshot on Jul 12, 2010

    Well, i´m not sure how the Fiat 500 will do in the usa. Will it be a short lived fashion item, or will it be a classic? That remains to be seen. In Europe it´s already a classic.

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