Fiat will launch its cheeky 500 in the world's biggest auto market with an exclusive “First Edition”, available only in China and limited to 100 cars, each numbered and decorated with graphics by one of five young Chinese designers.
But you can't just plonk down your money and buy one, says Fiat vice-president for international operations Lorenzo Sistino. The cars are part of a unique promotional campaign ahead of the official launch on September 15.
And this is how it works: everybody in China who orders a standard Fiat 500 between July 12 and September 15 will go into a lucky draw, and the first 100 customers whose names are drawn will be offered the chance to replace their order with one of the Limited Edition specials - although Fiat carefully doesn't say whether any extra money will be involved.
Sistino said: “The start of the pre-order stage is an important step; we want to position our brand in this market and the 500 best expresses the values of Fiat”.
The Chinese First Edition is based on the 500 Lounge, with special three-layer pearlescent white paint, red leather interior and a special badge on the B pillar. It has a 75kW/133Nm, 1.4-litre MultiAir engine and six-speed automatic transmission.
But what's really special is the graphics, as Sistino explained: “The First Edition was specially created for Chinese customers and represents a symbol that joins our two cultures. We asked five young Chinese artists to interpret the relationship between our two countries in a creative, original manner.”
The first designer is Leilei, an avant-garde artist who has won many important awards in China and in other countries and who uses elements from popular culture in his work.
Mee Wong is an illustrator and teacher at the Guangzhou Art Institute. Her favourite creative element is the panda, the animal which symbolises Chinese culture.
Asian tradition is the inspiration for the third artist, Benny Luk, an international award-winning designer who combines graphics and web design.
Nod Young is a visual artist with a unique style whose artwork has been exhibited in many countries, including the UK, Germany, the USA, Italy, South Africa and China.
Finally, drawing and illustration master Yan Wei uses traditional Chinese patterns; her work has been displayed in some of the most famous art galleries of Shanghai, Beijing, New York and Tokyo.
Chinese-spec Fiat 500s will be made in Toluca, Mexico and will be available in three trim levels (Pop, Sport and Lounge), one engine version - the 1.4 MultiAir - and an automatic six-speed transmission.
Sistino added: “The 500 will have many versions and special series, in addition to the 100 First Edition models. Next year we will be launching the 500C convertible and the exclusive “500 by Gucci” special series in China, and by the end of 2012 we will have launched a new sedan made entirely in China at the plant in Changsha with our partner GAC”.
After the response to the Fiat 500 by Diesel, watch this space for several new Fiat 500 Limited Editions that will be coming to South Africa towards the end of this year and into 2012.