Festive Fiat

MARKET LEADER IN EIGHT COUNTRIES: ‘GREAT LITTLE CAR’ HAS BEEN ON ROADS FOR 60 YEARS Four million of the original Fiat 500 and two million of current model have been sold.

The journey of the Fiat 500 has been 60 years in the making. The Fiat brand’s ‘great little car’ has travelled from Dante Giacosa’s design desk to the gates of the Mirafiori factory, from the long avenues of Torino to the Museum of Modern Art in New York, after crisscrossing Europe.

Four million of the original Fiat 500 and two million of the current model have been sold to date in more than 100 countries worldwide. It is market leader in eight countries, ranks in the top three in six more with 80% sold outside Italy; an undisputed global success.

July has been a month of cel- ebrations, with the handover of the two-millionth Fiat 500 and two special editions dedicated to its special birthday. First, the 500-60esimo, introduced at this year’s Geneva Motor Show, and then the 500 Anniversario, both of which cleverly blend 1960s flair with modern technology to win over buyers.

The secret of the longevity of the 500 has always been in its ability to step beyond its own dimensions and become something different, while remaining true to itself. More than just a simple car, it is an object with a genuine cult following which has intrigued, excited and influenced the most diverse contexts across the globe.

The iconic Fiat has also inspired fashion. The luxury sportswear brand Hydrogen is celebrating the sixty years of the 500 with a limited edition sweatshirt, of which 1957 were made to pay homage to the year of birth of the car. The sweatshirt “500byHydrogen” is a ‘forever young’ garment perfect for many occasions and defines the wearer’s personality at a glance.

Happy birthday, Fiat 500, and have a safe trip. Congratulations on your first 60 years and best wishes as you keep on motoring on the roads of the world. The story will continue, thanks to the commitment of collectors and club members, the pride of Fiat workers and the new postage stamp dedicated to it – a symbolic gift, a minuscule work of art and homage reserved only for the most beloved and recognisable icons, summing up the personality of the car.

The Fiat 500 60th Anniversary Edition arrives in South Africa later this year to join the 500 family, alongside its larger Tipo Hatchback and Sedan siblings.