At a lavish ceremony in front of more than 2,000 guests including politicians, celebrities and concessionaires, the Fiat 500 has been launched in Argentina with an initial run of 90 units to commemorate the brand's 90 years in this market.

At a lavish ceremony in front of more than 2,000 guests including politicians, celebrities and national concessionaires, the Fiat 500 has been launched in Argentina with an initial run of 90 units that commemorate the Fiat brand's 90 years of close involvement in this Latin American market.

The first 90 units to arrive in the country will be individually numbered, all finished in pearl white, and initially will be available through the flagship concessionaire, La Recova on Avenida Libertador y 9 de Julio. The Fiat 500 Edición 90 Años, as it is to be called, will be priced slightly higher than was expected, at 30,500 dollars, while the first 35 units of this run had been reserved by buyers before the end of the launch evening.

The second phase of the 500's commercialisation in Argentina will get underway next year when 300 unit sales will be the target for 2009, with the bulk of these being set to be made up of the 500 1.4 Sport version, priced at 28,500 dollars. During the launch party Fiat Auto Argentina confirmed that the 1.3 Multijet 16v turbodiesel engine will also be available in 2009. The target of 300 units next year will bring the 500 in line with the Mini Cooper which sells similar numbers in Argentina.

Fiat Auto Argentina sources indicate that they would like to build the 500 in the country as purchasing the car in euros and import duties price it into an exclusive bracket. However any plans are dependent on the economic situation, and Argentina's economy has followed the current global slowdown. A similar open mind is being kept about building the Fiat Bravo locally, while if the market conditions are right then the Abarth brand will be imported to Argentina.

The glitzy launch party took place at La Elettrica in front of over 2,000 invited guests. Amongst the many celebrities, VIPs and politicians to attend the evening ceremonies, which started at 8 PM and ran into the early hours, were the Industry Minister Fernando Fraguío, Major Mauricio Macri, the famous Buenos Aires taxman Santiago Montoya, the model Nicole Neuman, the former tennis star Guillermo Vilas, model and Buenos Aires First Lady Karina Rabollini, the journalist Mariano Grondona and the actress and singer Leticia Brédice.

Four examples of the Fiat 500 were on show during the evening's proceedings, two finished in red, one white and one black. The assembled guests were treated to champagne and gourmet food, including traditional Italian pizza featuring tomato and basil. The unveiling saw two giant balls rolling around the stage with a troop of acrobats performing pirouettes under the flashing lights. The platform then raised to reveal a gleaming white example of the Fiat 500 Edición 90 Años with the President of Fiat Auto Argentina, Rattazzi Christian alongside, and the black version, this time with the model and TV presenter Ursula Varguéz.

by Claudio Perlini / Additional information & photos Argentina Auto Blog