Fiat had a minor US presence until the 80s, when the final model offered was pulled.To this day, Fiat has a reputation for poor quality and lack of reliability. In it's native Europe, Fiat has done much better. Enough to be able to buy a controlling stake in beleaguered Chrysler, which has allowed them to try to re-enter the US market.
The sole offering currently being sold here is the new 500, a modernized version of the cartoonish 1960s-era design. For sure, it's quite a faithful re-creation of the original. The new 500 looks remarkably similar and fans of the original will feel that the new version is a respectful, worthwhile use of the name.What is interesting is how similar the car looks to it's ancestor while still being modern and fresh.
The 500 fills a bit of niche market.It is not without its stereotypes. Its cute, for sure, and too often cutesy little cars are immediately viewed as "girls cars" or feminine. I do not get that vibe from the 500. It seems asexual. But, it seems almost a bit too "hipster-esque". The car looks more like a personal or fashion statement than a serious commuter.If I had to guess, I'd say it's core demographic is urban, either young and single or a young childless couple,and probably live a very active lifestyle. This is exactly the car you'd expect to see pulling up to a vegan cafe in Oregon for a poetry slam, driven by someone dressed in black thrift-shop clothes.Sorry, but sometimes stereotypes have an effect on sales.Older men in the suburbs will look at it and think its too weird or too cute.To him, it's something his college-aged son would drive....not to mention that the Fiat name still has a bad rap among those of a more advanced age.In other words, it's a bit out of the mainstream and likely appeals mostly to those WANTING to be different,regardless of its past reputation.The car may in fact be a little too outgoing for many buyers.
Inside, it's a mixed bag. There's some nice wood trim that makes the 500 look more expensive than it actually is. Above the steering wheel is a large, circular gauge that looks a bit out of place and mars an otherwise likable dashboard.At first, I didn't think I liked the steering wheel design, but I am changing my mind and it's growing on me.The round headrests are atrocious and ruin the entire thing. Did they intentionally try to make them so ugly?
Ah, but guess what? Prices start around 16 grand. Any complaints about styling go out the window. Choices are very limited in this price range so there really isn't much room to complain about visual flaws. Sixteen-to-twenty thousand dollar cars are not about design excellence,so put that into consideration. Fuel mileage is reported to be in the 30s, which should be a much greater factor for such inexpensive cars. Combine those 2 statistics and there are definitely some compelling reasons to consider buying one.
Again, I must emphasize that the 500 is more of a novelty car for an urban niche market than a basic commuter with wide appeal.Also, there's that pesky image problem regarding reliability. Have Fiat's gotten better during their long absence from the US market? We will probably find out soon enough. Honestly, I do think its an interesting car and potentially a great value. Also, I'm glad to see Fiat trying again to sell their European cars here.Really, I just wish Fiat also introduced a more subdued car for those of us who aren't trying to convey a certain kind of image or credibility.Many people will like this car, but fewer will really truly appreciate it for its real quirkiness. Fiat did a great job of bringing a classic up to date, but they need to expand their lineup just a little bit. A company or division cannot thrive on 1 product alone, never mind a specialty model.Nevertheless, the 500 is a competent and likable way for Fiat to get back in the game. Shame about those ugly headrests, though.
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