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Fiat's brand
promotion director Lapo Elkann has given the clearest hint
yet that Fiat is planning a brand new 'city' car - a Fiat
500 for the 21st Century.
Speaking at a
press briefing in Milan last Thursday, Elkann - who is the
late Gianni Agnelli's grandson - said that "Fiat has to
return to its roots, but interpret them for the world of
today." He continued, telling the assembled journalists that "The Cinquecento is the
model that I love the most."
Ever since Fiat
presented the cute Trepiuno showcar at the Geneva Salon last
March, speculation has surrounded plans for a new model. The Trepiuno,
with its innovative 3+1 seating arrangement and retro look
inspired by the original model, captured the
hearts of public and press alike at the Swiss show, although its closeness
in size to
the award-winning production Panda model meant that it was always a
non-starter.
"We have to move closer to our consumer and
those people who will be our customers of tomorrow," added Elkann
during the press briefing. He has - since being appointed at
Fiat marketing boss - embarked to a new
strategy of turning Fiat's cars into 'lifestyle' products,
particularly by
creating alliances with prestige companies such as Bose, Alessi, Alitalia and Sabelt,
as well as initiatives such as the Planet Fiat, Playa Fiat
and the Triennial Cafe.
The original
Fiat 500, became one of the enduring icons of the 1950s, a
vehicle which - along with the Vespa scooter - symbolised
Italy's post-war recovery, and which literally 'motorised'
the nation. It became symbolic of Fiat's ability to build
ground-breaking and cost-effective small 'city' cars, a
reputation that Fiat want to get back.
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