Fiat 500: ten days of celebrations for a journey sixty years in the making
The 500, an icon that transcends the automotive world. The object of the desire and affection of many enthusiasts. Italian pride that has become universal and that has just ended ten days of celebrations for its sixtieth birthday.
The journey of the Fiat 500 has been 60 years in the making. The journey of the indefatigable 'great little car' has led from Dante Giacosa's desk to the gates of the Mirafiori factory, from the long avenues of Torino to the MoMA in New York, after criss-crossing all of Europe. Four million units of the original and two million of the current model have been sold: an undisputed global success. Sold in more than 100 countries worldwide, it is market leader in eight, ranks in the top three in six more; and 80% are sold outside Italy.
July has been a month of celebrations, with the handover of the two-millionth Fiat 500 (follow this link for its story) and two special editions dedicated to its special birthday. First, the 500-60esimo, introduced in Geneva, and then the 500 Anniversario, both of which cleverly blend 60s flair with modern technology to win over the Millennials.
The secret of the longevity of the 500 has always been in its ability to step beyond its own dimension and become something else, while remaining true to itself. More than just a simple car, it is an object with a genuine cult following which has intrigued, excited and influenced the most diverse contexts across the globe. On July 4, the 500 joined the permanent collection of the MoMA and also starred in Fiat's first short movie. It is a car that is not only a car: it is art and show. 'See you in the future', the tribute video starring Adrien Brody, totalled 11 million views on the web. The audience was captured by the 500 heritage and the 500 Anniversary, featuring in the campaign next to the Oscar-winning actor, which became the icons of a timeless love story. Follow this link to watch it.
The iconic Fiat has also inspired fashion. The luxury sportswear brand Hydrogen is celebrating the sixty years of the 500 with a limited edition sweatshirt, of which 1957 were made to pay homage to the year of birth of the car. The sweatshirt "500byHydrogen" is a 'forever young' garment perfect for many occasions and defines the wearer's personality at a glance.
Happy birthday, Fiat 500, and have a safe trip. Congratulations on your first 60 years and best wishes as you keep on motoring on the roads of the world. The story will continue, thanks to the commitment of collectors and club members, the pride of Fiat workers and the new stamp which has just been dedicated to it - a symbolic gift, a minuscule work of art and a homage reserved only to the most beloved and recognisable icons which sums up the personality of the car. Popular and democratic, but also sophisticated and collectable, metaphor of messages to be delivered and distances to be covered.
Happy birthday, 500, and many happy returns for the road you have travelled and that still ahead.
NB: PLEASE BE INFORMED THAT "SEE YOU IN THE FUTURE" VIDEO WILL BE AVAILABLE EXCLUSIVELY ON THE FCA CHANNELS, AS FCA IS THE SOLE RIGHTS HOLDER ENTITY AND WILL BE VISIBLE IN THE FOLLOWING COUNTRIES SOLELY: FRANCE, GERMANY, ITALY, UK, BELGIUM, NETHERLANDS, SWITZERLAND, LUXEMBOURG, SPAIN, AUSTRIA, POLAND AND PORTUGAL. USERS ARE NOT ALLOWED TO UPLOAD AND/OR SHARE THIS VIDEO OUTSIDE THE ABOVE FCA CHANNELS AND/OR COUNTRIES; LINK SHARING OF THE UPLOADED VIDEO IS PERMITTED EXCLUSIVELY THROUGH THE FIAT YOUTUBE CHANNEL.