The Fiat Brand Arrives into the U.S. with the Iconic Fiat Cinquecento

AUBURN HILLS, Mich., Sept. 14 /PRNewswire/ -- The Fiat brand is synonymous with modern, simple "Italian" design, and its models offer unique world-class technological solutions. The brand is known for the development of environmentally-friendly cars, and its wide product range in Europe includes agile city cars, compact and midsize vehicles, station wagons, and has been the source of many success stories such as the Fiat 500 (Cinquecento). For the last three years, Fiat was the lowest CO2 producer among Europe's best-selling automotive brands, and the Fiat 1.4-liter MultiAir™ turbo engine was named "Best New Engine of the Year" in 2010.

The reintroduction of the Fiat brand in North America will be led by the modern generation of the Fiat 500, which will be available at the end of 2010 and followed by the Fiat 500C (cabrio) in 2011.

"The modern version of the Fiat 500 is the symbol of true Italian design and is a perfect expression of what the world expects of Italian cars," said Laura Soave, Head of Fiat Brand North America. "The unique character of the Cinquecento, along with class-leading safety, fuel economy, quality and a focus to offer a unique experience to our customers, will help us to reestablish the Fiat brand in the North American market."

The North American version of the Fiat 500 will be equipped with Fiat's 1.4-liter, in-line four-cylinder Fully Integrated Robotized Engine (FIRE) featuring the MultiAir system. MultiAir is a sophisticated technology that delivers an increase in power up to 10 percent and a reduction in fuel consumption and emissions up to 10 percent when compared to similar engines. The Fiat 500 also will feature advanced technology intelligently adapted for the North American market.

Prima Edizione

In July, Fiat fans attending the Club Fiat-Lancia Unlimited annual convention in North Carolina were given the opportunity to place reservations and select their vehicle build number for the unique Fiat Cinquecento 'Prima Edizione' (First Edition) model.

"The Fiat Cinquecento Prima Edizione was developed especially with the Fiat fans in mind," said Soave, who personally presented the opportunity to the Fiat club aficionados. "For over a quarter of a century, the members of this Club have kept the spirit of the Fiat and Lancia brands alive in North America through their unique and passionate support for true Italian design. We really value their loyalty, and the Prima Edizione is our gift of appreciation to these fans on behalf of Fiat North America."

The Fiat 500 Prima Edizione will be exclusively available in three colors: Bianco (White), Rosso (Red) and Grigio (Gray). These limited-edition Fiat 500 models will be equipped with a manual transmission and will feature an exclusive Prima Edizione badge. Each of the 500 Prima Edizione vehicles will feature a sequential VIN and badge according to production order.

Worldwide Success

The modern generation of the Fiat 500 was launched on July 4, 2007, and since its introduction, it sold more than 500,000 units in more than 80 countries around the world.

This sales success and the model's unquestionable popularity are the result of the Fiat 500's ability to generate new versions. This was demonstrated by the debut of the Fiat 500C, the original cabriolet version of the Fiat 500 that pays homage to the 1957 soft-top but comes packed with advanced solutions in terms of quality, engines and passenger comfort.

In addition to success on the sales front, the Fiat 500 has already won 40 international awards, including being named the 2008 European Car of the Year and 2009 World Car Design of the Year. Also, the Fiat MultiAir technology was recognized as the "single most innovative engine technology" of 2010 by the International Engine of the Year Awards panel.

In the latest stage of its global growth, the Fiat 500 and 500C will be built in Toluca, Mexico, for distribution in the United States, Canada, Mexico and key markets in South America.

SOURCE Chrysler Group LLC

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