“Like the Mini, you buy it because it’s interesting, beautiful things for the beautiful,” said Martino Boffa, the managing director in Milan of the marketing consultants Icon Added Value. He added, “It’s not functional; it’s a luxury item; it’s a toy.”...
For Mr. Boffa..., Fiat has made the 500 “a national event, saying, ‘We’re Italian, we have saved Italy.’ ” The marketing in Italy, he went on, “arouses national sentiments.”
“There’s a moralizing, chauvinistic aspect. If you’re Italian, you have to buy a Fiat.”...
But will this work outside Italy? Mr. Zurru of Roland Berger thinks so. “At least in Europe,” he said, “the 500 is linked to a cinematographic experience, a model rich in symbolism.”
“You know,” he said, “La Dolce Vita.”
August 11, 2007
What the French called the original Fiat 500, the incredibly tiny Italian car originally concocted in 1957, and now adorably revived.