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Thursday, January 5, 2012
The Fiat 500 - The Car of the People, by the People
When Fiat introduced the new Fiat 500 on July 4, 2007 in Torino, Italy, exactly 50 years after the Nuova Fiat 500 was introduced in 1957, it heralded the revival of the new Fiat Automobiles SpA.
These videos show how everyday people became involved in creating the new Fiat 500.
In an extraordinary move, Fiat openly sought the active involvement of the public in creating the New Fiat 500. Fiat launched operation "500 wants you" 500 days before the launch of the new car. It started as a huge online laboratory, where users discovered the styling concept of the new car and could express their preferences, propose ideas and contribute, for the first time in motoring history, to its creation. The www.fiat500.com site was open to the public’s contributions and expectations, which were then assessed by Fiat during the actual development of the Fiat 500.
It was an unprecedented response with over 3 million enthusiasts submitting ideas through the Internet site. These ideas helped shape the New Fiat 500. It also marked a change of corporate culture, using an open approach to creating a car and marked a new way of a car company interacting with it's customers, to meet their needs and expectations. ‘The 500, the car of the people, by the people’: this slogan sums up the philosophy behind the development of a project which, in the best Fiat tradition, ‘democratizes’ access to contents and technologies that have never been offered in this segment before.
As the company says:
"For the company, the birth of the 500 represents the start of a new chapter, a declaration of the role that Fiat aims to interpret in the future on the market and in society. The stimulus to a new model of conscious consumption. A model for the exploitation of experience in the automotive field that focuses on quality and emotions, on uniqueness rather than on mass-production, where simplification does not mean doing without. The 500 is the tangible synthesis of these aspirations. With the 500, Fiat smiles at the future."
More than just transportation, the Fiat 500 is a means of individual self-expression. A car for any situation, any mood and truly a car for the people.
Source: Fiat SpA, MatteoRighiBalena YouTube Channel