Finally, Abarth has shown its 695 Edizione Maserati. It was suposed to be presented in Geneva 2012 but without no explanation Fiat’s sportive brand decided not to do it. As they did with 695 Tributo Ferrari, this version of small 500 will have Maserati’s specific touches outside and inside while it will be moved by 180 hp. Certainly it is another hit by Abarth no matter its price (more than $50.000 €). The mini super car has also sequential gearbox ‘dualmode’ Monza inspired by Maserati Quattroporte and 17″ wheels with strong Maserati inspiration. Inside, Maserati’s luxury is evident: Frau leather for seats, carbon fyber cockpit, and a JBL sound system with 9 speakers and 400 watts. Fiat will only produce 499 units and it seems they will not have any problem selling them as they did with limited edition of Tributo Ferrari.
Though it is a small number of units produced, it is certainly a good news for Fiat brand. They continue to enlarge the successful 500 family making useful of its original shape for several type of clients. Limited editions as Maserati one may not enlarge units sold but create what is called viral marketing: it makes press and people to talk about it again, no matter it was launched 5 years ago. The car is now in the headlines and this helps to boost general sales. Something that takes even more relevance nowadays when competition in ‘A’ segment is getting tough with arrival of VW Up! Italians are excellent producing small and sporty cars: in one hand people prefer Italians minis and in the other one, they dream about having a Ferrari or a Maserati. They are doing very good at offering the 695 Edizione Maserati: they offer both cars in one at a ‘regular’ price and therefore generate a good impact within users and social networks.
With this arrival, 500 family is gettin big now: first it came the regular Cinquecento presented in 2007 only for European markets. Then in 2009, they showed the Abarth version. Meanwhile the 500C appeared. Then, in Geneva 2011 they showed the Fiat 500 by Zagato as a concept and 500 by Gucci, after the success of 500 by Diesel. This year they finally introduced the 500L, a family version of it. The work Fiat has done with this model is an example to follow in other segments. They not only created an icon of design and style, but also a referent in the segment of small and exclusive cars. Fiat could open a new segment within the ‘A’ segment with a car that is practical, but at the same time luxury and original. A car that has become popular everywhere it has been introduced and has been able to project a family design shape.
So far Fiat and Abarth have been able to meet needs from bachelor students who get their first ca up to single business men who want a second and fast car. The target is getting big as the range of Cinquecentos. Sale’s numbers can confirm it: since July 2007 when it was presented in Turin, Fiat 500 have accumulated more than 750.000 units sold worldwide becoming a real success in Italy, France, England, the Netherlands, Greece, Japan and now becoming popular in its new markets: America, Canada, Brazil, Argentina and Mexico. The 500L will come to increase even more these numbers as it will offer another kind of car based on 500’s main idea: practicality and originality with Italian touch.
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