A one-off collaboration between two iconic Italian brands, the new Fiat 500 by Diesel is a synthesis of the country’s automotive skills and fashion savvy. This small but stylish vehicle embraces the best ingredients of Italian design: passion, innovation and creativity. The limited-edition car – 10,000 models- will be available in Europe and Japan from November 9, 2008.
Sergio Marchionne, FIAT CEO: “The Fiat 500 has been extremely successful, especially in international markets, and this new version created in collaboration with Diesel is a welcome addition to the range. Diesel has been an ideal partner because from the very beginning the company has shown an enormous capability for exporting the best of Italian creativity.”
Renzo Rosso, President of Diesel: “The car Fiat 500 symbolizes Italy the way I would like it always to be: creative, passionate, cheerful; which is why the first car by Diesel could have only been a Fiat 500! We put all the values that we and Fiat strongly believe in, into this project; the same ones that allowed the brand Diesel to become what we are and what we stand for in the world.”
The project is the result of a partnership between designers of the Centro Stile Fiat – led by Roberto Giolito, creator of the revamped “500” – and the Diesel creative team led by Creative Director Wilbert Das. The aim of the project was to create an “urban survival vehicle” with low fuel consumption, which could negotiate cluttered city streets while expressing a strong personality. Sporty yet subtle, the car’s impact is boosted by aesthetic details, starting with the exclusive colors developed exclusively for this model by the two creative teams: green and bronze, as well as the more familiar black.
The 500 by Diesel is touched with details that capture the essence of the cult brand. The most obvious are the 16” alloy hubcaps emblazoned with Diesel’s famous ‘mohican’ logo. In addition the brake callipers (of the 1.4 litre 100 bhp model) are painted bright yellow. Fenders and body trim feature ‘rivet’ detailing. They’re also in chrome, along with the radiator cowling and the distinctive logo on the hood. The Diesel logo can be seen on the rear decal, where the five air intakes of the classic Fiat 500’s characteristic cooling system has been reproduced.
The same strong personalization can be seen inside the car. The seats and steering wheel are stitched with yellow thread to mimic the look of denim. The mohican logo stands out on a yellow background on top of the gearstick, while the ‘fifth pocket’ of the iconic Diesel jean is stitched onto the sides of the front seats. And in the door well you’ll find the famous ‘For Successful Living’ claim.
The 500 by Diesel is available in three configurations: the 1.2 litre 69 bhp, the 1.3 litre Multijet 75 bhp turbo diesel and the 1.4 litre 16v engine delivering 100 bhp. All have five-to-six speed mechanical gears, although the petrol engine can be combined with Fiat’s DuaLogic robotized clutch-free gearbox.
For its communication the two brands chose a ‘smart&dark’ style, graphically represented by a pill. A logo that is also an object with a contemporary shape: mysterious, provocative and the focal point of 24 months of communication and events. The first is the international launch on September 21 at Milan’s Museum of Science and Technology: in a place where humankind’s dreams of mobility are brought to life. Among Leonardo’s flying machines, military planes, boats, trains, submarines and motorbikes – a car arrives. The 500 by Diesel: the latest iteration in the endless quest for greater mobility.