The Fiat 500 has been making its stable contribution to the Group result in retro style for twelve years now. The fact that the Italian is so popular over such a long period certainly depends on the special model strategy.
When the modern Fiat 500 was introduced on July 4, 2007, it was a turning point in the model policy of the Italian group. Finally an eye-catcher model with character, based on the Nuova 50 that was presented exactly 500 years earlier. At that point it had long since become a cult classic - from a marketing point of view, it was a clever move to build on this fame. But to ensure the success of the Fiat 500 for a long time, a second marketing gimmick was necessary: namely to reinvent the Cinquecento again and again. So the group started to release special models early on.
Already one year after the market launch, the Italians brought "500 by Diesel" - recognizable, for example, in the exclusive exterior paint in a green color and in the seat covers made of genuine denim. Again and again, Fiat works with well-known brand names coming from the lifestyle industry. Whether fashion labels like Gucci or the cooperation with the famous motor boat manufacturer Riva - the special models arouse yearning. This is what the "Riva" with gear knob made of solid mahogany and other wood inserts.
The Fiat 500 special models are sometimes bizarre, colorful or just rare: While most editions are simply noted in the price lists for a certain period of time, others are strictly limited: those by the Israeli concept artist Ron Arad with a graphic Fiat 500 silhouette on black Edition with lacquer was created in an edition of only 200 copies, of which almost a quarter are said to have reached Germany.
Pop culture also plays a role in the edition models. For the limited to 500 copies "America" Jennifer Lopez was in the associated music clip without further ado to the Cinquecento driver, and already years before - the fiftieth birthday - Fiat made with the flashy pink 500 Barbie by itself.
Sometimes a special model also serves as an ambassador of new technologies: the 2014 Cult introduced in 500 for the first time had a large TFT monitor as the central display, before the regular models were outfitted in this way. Also legendary is the "Vintage" model, released four years ago, with retro-styled rims and historic liveries.
The latest special model creations now listen to the name "Star" and "Rockstar", which are available from 16.790 Euro. The standard equipment includes, for example, the ability to connect the smartphone via Apple CarPlay or Android Auto with the system and a six-month free access to Apple Music. The "star" stands out mainly through the exterior paint in the so-called "Stella white", a tone that has pink shades and is easy to memorize. On the specifically painted dashboard, the connoisseur identifies the "Star" as well as the "Rockstar", which comes in either a matte shade of green (Portofino matte green) and with seat cushions in pinstripe style.
By the way, the next special model will not be long in coming: just in time for the anniversary of the historic launch of the Nuova 500, at the 4. July so again, a Cinquecento for collectors will enter the stage.