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Return of the Fiat 500c
To find Fiat’s new convertible, go to a studio, not a dealership.
Any minute now a fleet of some two dozen 2012 Fiat 500c’s — the “c” standing for cabrio – would be unleashed into the nether byways of Manhattan’s Soho district to travel the highways and back roads of the nearby Hudson Valley countryside. But first, a brief word about the car from Laura Soave, Head of FiatNorth America. “It’s small, it’s feminine, it’s Italian,” she said to the applause of the assembled press and PR minions.
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There was no denying these attributes; if “small and feminine and Italian” were all that Americans were looking for, then Fiat would have a slam dunk on its hands. But of course there had been other vehicles bearing the same Fiat badge, similarly Italian, diminutive, and stylish, and where were they today? For that matter, even though Fiat hasn't sold a single car in the U.S. in some 27 years how often would Soave be reminded — however good naturedly — of the era when Fiat meant “Fix it again, Tony?”
It was apparent at a glance that this newest Fiat was not your Uncle Tomaso’s daily driver. Jack Smith
On the other hand, it was apparent at a glance that this newest Fiat was not your Uncle Tomaso’s daily driver. While the newest Italian microcar looked like an oversized gumdrop on the streets of Manhattan and retained the whimsical “nose and whiskers” face of the original cinquecento, it appeared downright limo-like by way of comparison with its even tinier antecedent.
The differences transcended notions of size. Since its introduction at the 2007 Turin Auto Show the Italian carmaker has emerged as a paragon of technology and modernity earning such kudos as 2008 European Car of the Year and 2009 World Car Design of the Year. Its MultiAir Technology, meanwhile, said to cut emissions while increasing power and mileage, was named the "Single Most Innovative Engine Technology" of 2010 by the International Engine of the Year Awards panel.
Even so, it was curious that Fiat would try to corner the market on “smaller, feminine, and Italian” at a time when at least one competitor —Volkswagen— was moving to re-brand its Beetle as being bigger, more masculine, and more German. In view of the sensibilities that led to bringing the 500 back it is no less remarkable that Fiat had considered re-badging it as a Chrysler, the marque the Italian carmaker had acquired in 2009. To understand the difference in appeal, imagine yourself at a sidewalk café on the Via Veneto holding a glass of Barolo while telling companions you drive a chin-que-chen-to. Now project that same mental picture while saying “Small Chrysler”.
It’s not quite the same, is it? For that matter, as Soave explained, buyers in the USA wouldn’t find the 500 at dealerships or showrooms but instead in studios, stylish temples to la dolce vita and Italian motoring. “We wanted to keep the Chrysler buyer and the Fiat buyer separate,” she explained.
This morning I would be co-driving with Jacques Duval, former racecar driver and newly inducted member of Canada’s Racing Hall of Fame. The plan called for us to head north out of Manhattan and drive along the Hudson before rendezvous-ing with our fellow drivers in the scenic town of Rhinecliff. We could motor at our own pace with nary a worry of out-running the pack or lagging behind; with a map, written directions, and a GPS in the glove compartment it would be impossible to get lost. This was good, as I had a train to catch from Rhinecliff and my schedule was tight.
