Fiat 500 by Gucci being Targeted Specifically to Women in UK

The Fiat 500 by Gucci has been created through a collaboration of two of the best known Italian brands to celebrate the 150th anniversary of the unification of Italy. For Gucci it is also the celebration of their 90th anniversary. The special edition of the Fiat 500 was launched across Europe on February 23 and it is now being rolled out in UK. It was unveiled at a glitzy event in London this week. The car, custom designed by Gucci is available online for customers in UK and will also be made available at select dealerships at a later date.

Fiat is taking a unique approach for marketing this car. It is being positioned as an ideal car for “female show offs” between the ages of 30 and 40. The marketing effort is being targeted towards upwardly mobile girls and the carmaker is confident that the model will be a hit with them this summer. This is perhaps the first time that a car is being targeted specifically to women. It is possible that the design elements incorporated by Frida Giannini, the Creative Director of Gucci will be better appreciated by the women customers.

The car is available in two variants. One of the models comes with a 1.2 liter engine and is priced at £14,565. The other variant has a TwinAir engine and will cost a little more at £15,765. It will be sold in black or white paint schemes. The exterior of the car will feature the Gucci logo. It has two toned leather seats. This is the first time that the two prominent Italian brands Fiat and Gucci have collaborated on a product. It has obviously been a successful experiment and we are sure to see more collaboration between them in the future.

Via: brandrepublic

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