Fiat is teaming with another Italian icon as it tries to re-establish the brand in the United States.
Fiat will introduce a special Gucci themed version of its 500 mini car. It will feature the Gucci logo, as well as Gucci’s signature green-and-red stripe in various locations including the body side, the seat belt and the back of the seats.
“With Gucci as our design partner, we’ve amplified the Italian style of our Fiat 500 with unique exterior and interior looks that will make the car truly unique on the road,” said Laura Soave, Head of FIAT Brand North America, in a statement released by the company.
The Gucci themed Fiat 500, along with a convertible version, will be in showrooms by the end of the year. It will be shown for the first time in New York, on September 8th, at the start of Fashion Week.
“What better place to go to New York during fashion week, fashion capitol and make our appearance known,” said Fiat spokesman Jiyan Cadiz.
Cadiz told WWJ AutoBeat Reporter Jeff Gilbert that special Fiat themed accessories would be sold at Gucci stores, exposing the Fiat brand to a new group of customers.
“It’s also tying us in to a different customer group that we are not traditionally associated with.”
Fiat has 100 dealerships in the U.S., selling variations of one vehicle, the 500. They’ve sold about 11,500 vehicles since debuting last spring. The brand has said it plans to sell other Fiat models in the U.S., but hasn’t announced specifics.
Gucci Creative Director Frida Gianni saying—in a statement—that working with Fiat is a natural for Gucci, as it celebrates its 90th anniversary.
“In the 50s, the Fiat 500 created a style revolution when it first hit the road. It quickly became the must-have car of its time. Travelling in style has also been at the heart of Gucci.”
Connect with Jeff Gilbert