When Fiat presented the 500 X Sport, they had the very good idea to draw a parallel between its excellent sporting and stylish qualities and embed it into the language and philosophy of top football. Therefore the venue of presenting this new Fiat was at the the “Luigi Ridolfi” Federal Technical Centre in Coverciano (FIorence), a centre of excellence for teaching, training and sport, as well as the historic seat of the Italian Football Federation.
The presentation “in the field” was expertly done by Charles Fuster, Product Marketing Manager 500 X, and the qualities of dynamism, precision, control
and Italian style of this 500 X Sport were echoed on the accompanying screen by the coaches and specialists of the Italian national team, indeed the same characteristics that lead a player to wear the blue jersey of Italy with pride and joy…
Reason enough to have an interview with Charles Fuster here…
Hans Knol ten Bensel
HK: How did you communicate the enhanced sporting characteristics and properties of the new 500 X to the top people of the Italian Football Federation, how did they tune into this? What was their reaction?
CF: Actually, the starting point and the basis was and is the car. It arrives with important improvements. The balance, the road holding, the performance, the style, and of course, when we had created this story about the car, we focused ourselves on the world of football. This had very good reasons: like Fiat, it is a very democratic world, it is a very accessible sport for everybody. And so we started to work with the Italian Football Federation to draw all these parallels, between the world of the automobile and the world of football.
This proved extremely interesting because all this storytelling proved extremely natural. Also the persons of the federation, who we have presented today is somebody who has worked all his life with football and has an incredible experience.
These people prepare the future stars of tomorrow. So we arrive at an allegory with a well perfected industrial product and a sports player, and this can be very eloquent…
HK: indeed, this is very unique in your presentation today… we saw the comments of Roberto Mancini, Italy’s National Team Head Coach and others…
CF: Thank You, it is indeed the work of our whole team!
HK: Can you tell a bit more what is the mission of this sporting version of the 500 X…
CF: Just have a look at its position within the range. The Cinquecento is a typical women’s car. 75 % of the clients are women. This is different with the 500 X, where the buyers are about fifty-fifty between men and women. The 500 X Sport will also be bought by independent women who want to be seen having personality and character.
But this is a car which is targeted to a large public. We will not discriminate. Of course the car has a look which distinguishes it from the others in the range.
HK: Can you tell a bit more about the future electrification of the Fiat models? We think about PHEV…
CF: There will be something new in 2020. There will be an important electrified range at FCA in 2022. That is the only thing I can tell you right now… The first models will be launched in 2020, and this will continue throughout 2021 to 2022. It is the strategy of the group to be present in all forms of electrification. It will also be very important for the fleet market.
HK: We thank you for this interview.
Of course there is (still) more. We will treat you also shortly with further interviews with Danilo Coglianese, Head of Fiat & Abarth Communications, EMEA, and also have a long talk with Alessandro Grosso, Head of Fleet and Business Sales, EMEA, about the European Fleet markets and FCA’s position therein.
Hans Knol ten Bensel