J-Lo and FIAT? What Does It All Mean?

J. Lo FIAT commercial

FIAT is showing its great TwinAir (small, high-performance engine) and the Abarth version of the 500 at Frankfurt. We don’t get those in the U.S., but we do get the Jennifer Lopez commercial for the 500 Cabrio.

If you’ve had some rare disease and missed it, watch after the break. It’s good.

In the course of her driving the Cabrio through New York, swarms of men give chase like dogs in heat, jump on the car, and finally dance with her. All to promote her new song, “Papi”—and of course the Cabrio.

You’ll remember that the Chrysler-FIAT team used Dr. Dre and Eminem in earlier and very successful ads. This one is at least as good—not just because of J-Lo’s star power, but because it conveys the image of the 500 as a city car, transfers J-Lo’s sex appeal to the car via the chase, and tells a cute story, as all ads must.

That sounds kind of clinical, but watch it and you’ll see what I mean.

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Fiat 500 Models Proliferating: Which Will Come to the U.S.?

Fiat 500 Zagato

Fiat is doing a cool thing in marketing its 500 for the U.S. It is introducing a veritable profusion of models/trims, presumably so that buyers can have a customized, personalized car.

Will the gambit work? We happen to think the 500 is a great car to begin with. Adding special features may well attract people who fancy its uniqueness—and want more of it. With famous names like Abarth and Zagato, the appeal to sports car fans will be strong.

The Zagato Coupe (above), shown at Geneva, has the famous double-bubble roof of the classic 1950s Z-cars, with some engine tweaking and a beautiful take on the basic 500 design. Even if you don’t know the history, the appeal is there.

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