Fiat's new 'Colour
Therapy' cosmetic specification for the 500, which is positioned between the
entry-level 500 Pop and Lounge
specifications, and is designed
to evoke the spirit of the 1970s with a collection of
new colours and some retro white detailing, is now
available in the UK.
A new marketing
campaign in the UK announcing the range (which debuted
at spring's Geneva Motor Show) will celebrate some of the
stylish combinations that made the original Fiat 500 famous in
Italy and around the world during the 1960s and 1970s.
Highlighting the car’s history and heritage, a set of posters showing the new retro exterior colours is
accompanied by headings such as: ‘Ace’, ‘You Dig?’, and
‘Far Out’, together with the strapline ‘500 in 70s
Colours’.
And fashion and
beauty photographer Elisabeth Hoff, has been
commissioned to capture the ‘70s inspired colour and
design of Colour Therapy. Her pictures use the ‘70s
technique of ‘colour blocking’ – multiple shades of the
same colour with modern highlights – to accentuate the
retro feel of the Colour Therapy line-up.
Available in both
hatchback and convertible versions but only with the 0.9-litre TwinAir and 1.2-litre petrol engines, the cars come in
five new paint colours: New Age Cream, Countrypolitan Yellow, Pasodoble Red, Volare Blue, and
Tech House Grey.
The new complimentary
white exterior details, door mirrors and hub caps, white
details, coupled with the solid colours of the exterior,
try to give the car a distinctive and unique personality, while
emphasising its appeal. In the UK over 100,000 examples
have been sold since the Fiat 500’s launch in
2008.
The mid-range Colour
Therapy gets air conditioning, special paint,
white mirror covers, white wheel covers, a ‘poolball’
design gear knob and key cover as standard. It
costs £800 more than the entry-level Pop, but according
to Fiat UK adds more
than £1,000 worth of extra equipment.
“The special colours
and stylish new touches will make the Fiat 500 an even
more attractive proposition for our customers,” believes
Elena Bernardelli, marketing director, Fiat Group
Automobiles UK. “Tasteful features such as the white
door mirror covers and ‘poolball’ design gear knob in
matching colour, take the popular 500 to a new level,
showing just how timeless this classic city car really
is.”