Fiat 500 drives back into the US to Jailhouse Rock

Not very much of the Elvis Presley classic alas but the opening few bars herald the return of Fiat (the new owner of Chrysler of course) to the US market with its cute Fiat 500, its revamp of 1957’s iconic Cinquecento ‘people’s car’.

The campaign, by MDC-owned 72andSunny, is low key, deliberately it seems, Fiat, aka Chrysler, having taken some stick stateside for its Wieden+Kennedy Eminem blockbuster ‘imported from Detroit’ Chrysler 200 campaign as some pundits have accused the car of being just a re-skinned Chrysler Sebring.

The new 500 is new (and good) so it will be interesting to see if American car buyers do what everyone tells us they’re going to do and start buying more small, fuel-efficient cars rather than trucks and SUVs. Ford, for one, is betting they will by resting its sales strategy on another European model, the Focus.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.