Seeking a hit, Fiat goes for hip.(News)

Automotive News Europe,  July, 2007  

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Byline: Luca Ciferri

Fiat wants its new 500 minicar to win the same price premiums as BMW's Mini, so it is mimicking Mini's hip marketing style.

Like the Mini, the remake of Fiat's 1957 iconic minicar will allow customers to personalize the exterior and interior.

In addition, Fiat will offer merchandise such as a [euro]576 red cloth car cover that looks like the original 500. The cover is not an exact replica of the first 500. The foldable version of the original has been stretched to fit over ...

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