A Unique 500

The Fiat 500, affectionately known by its Italian nickname "Cinquecento" meaning five hundred, serves as the canvas for this unique "FIAT 500 eco-art." Painter Giuliano Gelli has adorned its compact and charming body with a delightful illustration.

The auction begins at 2 million yen. For reference, the base model, a "Fiat 500 1.2 8V Lounge" (a 3-door, 1.2-liter with a 5-speed sequential transmission with AT mode), has a base price of 2.25 million yen.

The proceeds will be donated to KIDS EARTH FUND, supporting their activities to promote peace and protect the global environment through children's art.

This "eco-art 500" is a collaboration between Fiat, which aims for ecological car manufacturing, Gelli, who continuously creates fantastical and vibrant works inspired by nature, and KIDS EARTH FUND.

The announcement of the winning bidder and the handover ceremony will take place at the eve of "NEW CLASSIC GIG in Japan ’08" (August 8th, Tokyo International Forum), supported by Fiat Group Automobiles Japan, with invitations extended to various distinguished guests.

FIAT 500 eco-art Auction
Period | Saturday, July 5, 2008 - Saturday, July 19, 2008
Official Website | http://www.fiat-auto.co.jp/newsrelease_20080704.html

BRAND HISTORY

Italy's largest automobile manufacturer. In fact, Italy is home only to Fiat and its affiliated manufacturers, with Lamborghini, under the German Volkswagen umbrella, being one of the few exceptions. Founded in 1899, Fiat initially stood for F.I.A.T., the acronym for "Fabbrica Italiana Automobili Torino" (Italian Automobile Factory of Turin). In 1907, the company name was changed to the current "FIAT."

Fiat experienced significant growth from the 1960s to the 1980s, driven by the expansionist policies of Chairman Gianni Agnelli. Production spanned approximately 20 countries, and the company diversified beyond automobiles into all forms of transportation and even the defense industry. In Italy, Fiat was also dedicated to developing niche models, from small cars to large sedans, sports cars, and coupes, which greatly expanded the market.

At its core, Fiat's business has always centered on mass-market cars. In the 1930s, they introduced the 507 Balilla, followed by the 500 "Topolino." The "little mouse"-named two-seater small car, the Topolino, was manufactured with minor updates until the 1950s and even featured in the Hollywood film "Roman Holiday" (released in 1953).

The Balilla was popular among participants of the Mille Miglia, an Italian road race that began in 1927. Numerous workshops tuned engines and fitted custom sporty bodies to customer orders. The affordable and high-performance Balilla played a crucial role in supporting the popularity of the Mille Miglia.

In 1957, the Cinquecento, which remains popular in Japan today, was unveiled. As the successor to the Topolino, it was given the sub-name "Nuova" (New). Earlier, in 1955, the 600, designed by the genius Dante Giacosa with his personal philosophy, was introduced. Legend has it that the then-president remarked upon seeing the car, "Who asked you to design a car? All we need is a Vespa with four wheels." The 600, due to its high design quality, proved invaluable as a base for specialized sports car manufacturers like Abarth.

Fiat began acquiring other Italian brands in the 1960s. Autobianchi was brought under its umbrella in 1968, followed by a 50% stake in Ferrari the same year. Lancia became a subsidiary in 1969. Although Fiat acquired a 15% stake in Citroën that year, it was bought back by Peugeot-Citroën in the 1970s. Fiat later acquired Ferrari outright. Alfa Romeo was acquired in 1986, and Maserati in 1993. In 2009, Fiat acquired a 35% stake in Chrysler.

Today, Fiat focuses primarily on small cars and minivans, keeping in mind the distinct roles of its subsidiary brands. It effectively utilizes the "Abarth" brand, acquired in the early 1970s and renowned for its remarkable success in the World Rally Championship, achieving popularity with models like the Abarth Punto and Abarth 500. The development of new-generation high-performance and high-efficiency engines is progressing smoothly, solidifying Fiat's position in the global market.
(Updated August 2010)