2013 Fiat 500 on 2040-cars

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P. Diddy hosting Fiat 500L desert party

Fiat didn't run an advertisement during this year's Super Bowl. We've no idea why, though, because based on this recently released 60-second spot, the Italian brand probably could have done quite well during the big game.
The spot, called Mirage, stars Sean "Diddy" Combs (who happens to be the ex of former Fiat spokesperson Jennifer Lopez) and a pair of very unfortunate pedestrians. Wandering through the desert, the two are confronted by what they think are mirages before stumbling into a giant party hosted by the Grammy Award-winning rapper. It's a humorous spot, highlighting a product that Fiat really needs to succeed, the new 500L.
The Super Bowl-worthy ad is part of a larger campaign that will hopefully help distinguish the four-door L model from its smaller, two-door counterpart. "Too many people discover the 500L through the 500. That's what we have to solve for here," Jason Stoicevich, head of Fiat's brand in North America, told Automotive News. "It's awareness. We know it, we understand it and we had to find a creative way to deal with it."

Iveco spotted testing jacked-up Daily 4x4 in the snow

The Italians go up against the Mercedes Sprinter with the Fiat Ducato, better known around these parts as the Ram ProMaster. But that's not the only full-size van associated with the burgeoning Fiat empire. So too is the Iveco Daily, and here we're looking at the latest version. Spied undergoing cold-weather testing in the snow, this version of the Daily is a chassis cab with a cargo bed, a jacked-up suspension and four-wheel drive. The chassis cab is just one of a number of configurations available for the Iveco Daily, which is perhaps more commonly seen on roads across Europe and around the world as a cargo van or mini-bus. But the 4x4 looks new to our eyes. Now if you're scratching your head and wondering what Iveco is and where it stands in the growing Fiat Chrysler Automobiles empire, the short of it is that it doesn't. Not quite, anyway. Once part of the Fiat Group, it's now part of CNH Industrial – otherwise known as Case New Holland – whose largest shareholder is the same Agnelli-owned Exor holding company that controls the largest share of FCA. That doesn't mean that the Daily, in this form or any other, will make the jump to the North American market any time soon – as an Iveco, a Ram or under any other brand – but as far as professional-grade machinery goes, this piece of forbidden fruit is looking pretty cool. Featured Gallery Iveco Daily 4x4: Spy Shots Image Credit: CarPix Spy Photos Fiat Automakers Truck Commercial Vehicles Off-Road Vehicles iveco iveco daily

Spitballs flying between Nissan and Fiat

At the 2012 LA Auto Show, Fiat brand chief and recently crowned marketing genius, Olivier François, attempted to distance the Fiat 500e from other electric vehicles, asking rhetorically, "Isn't ugliness the worst kind of pollution?" Nissan has apparently taken issue with these comments, feeling slighted for what it considers digs at the Leaf's styling. In a recent interview with Automotive News, Nissan's marketing chief Simon Sproule shot back, "Let's face it, Fiat has not shied away from controversial styling themselves," he continued, "many would describe many of their products as visual pollution." Ouch.
Sproule says that while the 500e is a "me-too" product, made only to appease US emissions regulations, the Leaf is a serious effort at producing an EV. The Nissan marketing boss points out that the Japanese automaker has invested billions in EV development and production facilities, while Fiat will lose $10,000 on every 500e sold.
However sales of the Leaf in the US are down five percent. Nissan sold just 8,330 Leaf's so far this year, but Sproule contends that it has less to do with styling, and more with the charging infrastructure. Sproule also thinks that Nissan hit a balance between styling and practicality with the Leaf: "It's still very recognizable as a five-seat hatchback, fully functioning, absolutely competitive with the packaging of the Golf of any other mainstream vehicle." For a segment where efficiency is king, isn't that what matters most?