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Ben Preiss
Fiat has Apple Envy - Wants its Retro Car to be iPod of Autos (GALLERY)
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In Europe the Fiat Cinquecento, like the VW Beetle and the Mini, was an icon of the 50’s and 60’s. Eyeing the retro wave and BMW’s success with the Mini, Fiat is betting its future using its past. The redesigned Cinquecento, which means 500, like the original is targeted at the mass market at about 10,000 Euros ($13,600). Power to the people!
TURIN, Italy (Reuters) - Italy's Fiat unveiled a new version of the Cinquecento at a big, televised event in its hometown on Wednesday, marking the return of the tiny, iconic car after being out of production for 32 years.
Slightly bigger than the original, it is part of Fiat's (FIA.MI) aim to emulate Apple (Nasdaq:AAPL - news) by being nimble in its execution and by making cars as stylish as the U.S. company's computers and electronic gadgets.
"I want Fiat to become the Apple of cars," Chief Executive Sergio Marchionne told La Stampa daily in an interview published early in the day.
"And the Cinquecento will be our iPod," he added, referring to the hugely successful portable music player.
(news.yahoo)
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Read More: news.bbc Via: news.yahoo
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