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Ehe manifesto of the 'new Fiat' 500, a model that represents to all intents and purposes the materialisation of a new approach, of new brand strategies, and a different approach to the car. Exactly 50 years after the launch of the first edition of the model, which was to become an icon of Italian motoring and of an entire period of history, Fiat is accelerating into the future.

This is a story that has taken place twice. The first is the story of a very large number of owners, fans and enthusiasts who promoted the car's image as a good, reliable and economical vehicle, which became an expression of a part of their lives, the best part, evoking a carefree spirit and a lack of worries. The Fiat 500 is linked to these memories, to strong friendships and first loves, it evokes images of a positive past which many would like to revive.

Dante Giacosa's Fiat 500 was launched on July 4, 1957, as a cycle of rebirth was closing after the devastation of war, and a period of radical renewal of the company's product range was also coming to an end, opening the way for a cycle of successes in the coming decade, a period that we can consider one of the brightest in the brand's one hundred year history. T
The new Fiat 500 opens the way for an innovative process in a number of environments that are very significant for today's customers, clearly outlining where its ambitions lie in relation to the future positioning of the Fiat brand. The Fiat 500 respects the original concept in its shape and function, as you expect in these cases, so that it can evoke all the emotions and memories that make all 'icons' eternal, raising them beyond the limiting dimension of their category.

It is the first time that a car has been launched with the full range of engines (69 bhp 1.2. 75 bhp 1.3 Multijet with DPF and 100 bhp 1.4 16v) ready to meet the emissions limits set by Euro 5 standards, more than two years before the legislative deadline, a tangible sign of Fiat's determination to reaffirm its leadership where the environment is concerned.

It is the first time that a compact car (3.55 metres) has been built to achieve a 5-star rating in the EuroNCAP impact tests, and it is ready for the 6-star test if and when the new rating is introduced.

Safety at all costs, with no impact on prices, a bold decision, which confirms Fiat's intention of extending its strategy of leadership to vehicle protection, totally consistent with decisions taken in recent years as regards the Panda and the Croma, right through to the Grande Punto and the Bravo.

It is a safe product, not only for its structural sturdiness, but also because of the choices made in the construction of the range of outfits and services: 7 airbags as standard equipment (it is the only compact to offer a kneebag), and an advanced ESP available with all engines (standard on the 100 bhp 1.4 16v), are absolute novelties in this segment.

It is the first 'small' car to offer so much in the way of content: 4 specification levels, 3 engines at the launch, 12 colours, including 6 vintage colours that will bring the 1950s and 1960s to mind, plus tri-coat white produced by a process that is usually only adopted on luxury cars, 15 types of upholstery including luxurious Cordura and Frau Leather, 9 types of wheel rims, and 19 types of stickers, making a total of more than 500,000 variants (549,936 to be precise); the most interesting include the electric fragrance diffuser, with a choice of 3 different fragrances, and coloured key cases, an approach similar to that in the mobile phone market that lets you match the colour of the key to that of the bodywork, or to select another pattern of your own choosing. There has never been such a lavish array of accessories on such an accessible car.

The birth of the Fiat 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 Fiat 500 is the tangible synthesis of these aspirations.