Even if you have absolutely no interest in the auto industry, lately you’ve probably heard something about the potential tie-up and subsequent unraveling and just-maybe tying the knot between FCA and Groupe Renault. You can’t buy a new Renault (or Dacia or Alpine) in the U.S. market. But you can buy FCA products to your heart’s content: Chrysler, Dodge, Ram, Jeep, Alfa Romeo. . .and Fiat (the “F” in FCA, with the “C” standing for Chrysler).
Fiat is the brand that has on offer the Fiat 500, the diminutive two-door with the arc-like profile. When it was brought to the U.S. market, the woman who was heading the brand in the U.S. then, Laura Soave, said, “Like the original Cinquecento a half-century ago, the new Fiat 500 changes the rules of personal transportation and delivers a new sense of individual expression and opportunity. At a time when America is getting back to basics with a fresh awareness of the environment around, the new Fiat 500 identifies with today’s minimalistic attitude and delivers with state-of-the-art eco-friendly technology wrapped in world-class quality, craftsmanship and style.”
Unfortunately, the 500 in the U.S. market proved to be pretty much not more than a novelty act, one of those things that you see once and never really need to again, but in this case it was a matter of people initially glomming onto it and then showing nothing but disinterest. That is, for all of 2018 FCA sold 5,370 Fiat 500s in the U.S. If you add in the derivatives, the 500L at 1,413 and the 500X at 5,223, the total in terms of vehicle sales is rather abysmal. Arguably, in this age where the Green New Deal is something garnering attention, there is no less “awareness of the environment around,” but the 500 is no longer part of that “back to basics” approach.
Yet the 500 motors on, especially in Europe, where the company turns out model after model with new takes, with two of the most recent being named—and this is real—the “Star” and the “Rockstar.”
Those who buy either of those models will find that there is a BeatsAudio sound system. And for what I imagine is a limited time, those buying a Star or Rockstar will get six months of Apple Music free.
To launch the models, the Leo Burnett Creative Agency developed an ad that was shot in Barcelona and uses, as its soundtrack, “Just One Lifetime” by Shaggy and Sting.
Several years ago, Sting was in a commercial for Jaguar. His physical presence has a cameo now in an ad for Fiat.
Of course, Sting was once in a band named The Police.
The question in the Jaguar ad was “What does a rock star dream of?”
Probably not the Fiat 500 Rockstar.