The return of FIAT – Fiat 500 Prima Edizione

On September 16th 2010 members of the American Fiat club (FLU) were sent an email from FAIT North America letting them know that they were able to pre-order a new and limited edition Fiat 500. Not since 1985 have Fiat enthusiasts had the opportunity to purchase a new FIAT in the USA. For twenty five years they had to watch with envy as the rest of the world enjoyed Italian style and performance in a reasonably priced car. According to the email from FIAT, the wait would soon be over with the delivery of this special “Prima Edizione” FIAT 500 that would be limited to only 500 cars and be delivered come spring.  The email concluded with a link to an on-line order page where it was learned that the Prima Edizione came in  three colors (white, grey and red) and a $500 refundable deposit was all that was required to be one of the lucky few.  The flood of orders hitting the website all-at-once caused the site to crash and report endless errors until it was soon reported that all 500 cars were sold – in less then 45 minutes!

Over the following months several emails were sent out by FIAT updating the eager customers with the progress of building of their new 500. Around Christmas time an express mail package arrived to each Prima customers home containing a limited edition, signed and numbered, poster.  As the spring neared, news started to leak out via the internet, that the Prima Edizione cars were finished and were shipped via train to huge holding lots around the country. Several eager customers, armed with cameras and telephoto lenses took spy photos of the little cars scattered among a sea of huge cars in the vast parking lots. So, now with the cars finished the customers waiting with payment in hand, delivery can take place… unfortunately no.  It seems FIAT was able to re-establish the brand, re-tool a factory, and produce and ship 500 cars before the most dealers could get their new FIAT showrooms ready and opened. One of the requirements FIAT imposed on the new dealerships was to have a new and completely separate showroom or “studio” for this re-launch of the brand. Government red-tape, bureaucracy and building permits were most often blamed for the delays by the new dealers. It was learned few dealers were able to complete their studios and start to deliver cars. The happy new owners posted photos on-line of their new 500 driving those still waiting crazy.

My Prima was inadvertently delivered to a holding yard in New Jersey when it was supposed to go to a dealer in Florida.  Apparently FIAT was unable to contact me and shipped the car to the yard closest to my home address zip code – and there it sat for 4 weeks. Only after contacting senior management at FIAT was I able to explain the problem and they arranged to have the car shipped to Florida via flat-bed truck.

A delivery date at the dealer was set giving them time to inspect and clean the car then arrange for the special Prima Edizione delivery consisting of an unveiling from an original FIAT 500 car cover.

In two days of ownership I’ve put over 500 miles on it, with great reaction from the public as most are shocked to see a new FIAT. A kid in a VW GTI pulled up next to me and asked if I imported it from Europe?! He was shocked to learn that they are now for sale in the USA and wondered about the Abarth. He was quite impressed and suddenly his GTI was not so special. A few asked who makes FIAT? I told them it’s an Italian company who also makes Ferrari and Alfa Romeo. They were stunned how such a nice looking and seemingly well made car could be purchased for such a great price. After driving it the last two days – I’m still surprised how solid and well made it feels. The turn radius is fantastic – parking is a dream. Press the sport button and it takes off (with plenty of revs). The AC, audio system, cruse control, and bluetooth work great. This car has plenty of technology but none of it gets in the way of having fun. A big surprise: no ashtray or cigarette lighter – my vintage Italian cars seem to have been designed around the ashtray – now I’ve got cup holders!