The week before last, I was in Los Angeles for the auto show. There were a number things that were interesting, but for me, the most interesting was the introduction of the Fiat 500 to the US market. The Fiat 500 represents the re-introduction of the Fiat marque to the US and thus garnered quite a crowd at the press conference:
http://autoperspectives.com/blog/wp-content/uploads/2010/11/DSC02466-150x112.jpg 150w, http://autoperspectives.com/blog/wp-content/uploads/2010/11/DSC02466-300x225.jpg 300w" sizes="(max-width: 450px) 100vw, 450px" />
As we watched Laura Soave, Fiat’s head of marketing, introduce the Fiat 500, I couldn’t help but lean over to a colleague and say “Fiat is taking Volkswagen’s US positioning.” The presentation was full of “Italian passion” which might have been code for a youthful, fun, engaged approach to driving. Here’s a video/ad:
