Fiat charges ahead with star-studded marketing plans for new EV

Fiat’s stock price recently rose to a two-year high as media accounts were reporting that talks were in “a decisive phase” over whether the Italian automaker will be buying the remaining 41.5 percent of the non-Fiat ownership stake in Fiat/Chrysler. If the deal is sealed, the transaction would amount to more than $3 billion.

Founded in 1899, Fiat shipped its first car to the U.S. in 1908, exiting the American market in 1983. It began forming a global alliance with Chrysler in 2009 – gaining access to Chrysler’s domestic distribution network while forging an agreement to produce fuel-efficient vehicles for the U.S.

This summer marks the debut of the 2013 Fiat 500e, a new electric vehicle initially set to go on sale in California with a marketing plan geared toward easing EV range anxiety while building a buzz among Hollywood movie stars and other celebrities.

When fully charged the car is able to travel about 87 miles, “which is best-in-class and better than all U.S.-market all-electric vehicles produced by high-volume manufacturers,” says Tim Kuniskis, the Fiat nameplate’s senior executive in North America.

“For those times when a 500e customer needs to drive beyond the vehicle’s range or needs the carrying capability of a larger vehicle, the Fiat 500e retail plan provides an alternative transportation plan called the Fiat 500e Pass program,” he says.

Via a partnership with Enterprise Holdings – parent firm of Enterprise Rent-A-Car, Alamo Rent A Car and National Car Rental – the Fiat 500e Pass program annually offers buyers and lessees with up to 12 days of alternate transportation for three years following the purchase date.

Presented as a standard feature, customers will have access to vehicles such as the gas-powered Fiat 500, the upcoming Fiat 500L, the Dodge Dart or the Chrysler 200 mid-size sedan. They also have the option of upgrading to a larger vehicle such as a minivan or a pickup truck.

“This innovative idea,” says Kuniskis, “will provide purchasers of a new 500e with the opportunity to enjoy the exciting characteristics of this all-electric vehicle while giving them a flexible alternative in case they want to drive beyond the vehicle’s range.” He observes that “by addressing upfront the concerns and anxiety consumers may have about purchasing an electric vehicle, we are helping to make it easy and convenient to purchase or lease a Fiat 500e in the State of California.”

The program will be valid at any Enterprise, Alamo or National rental center throughout the country. Enterprise has more than 6,200 locations in the U.S.

Unique Italian style

Fiat’s 500e retailing plan “addresses concerns that have typically prevented some consumers from purchasing or leasing EVs in the past, including initial purchase price, driving range and the unfamiliarity with charging and operating an EV,” says Kuniskis.

“With unique Italian style, industry-best highway MPGe rating and class-leading combined driving range, we know we have a great car in our hands,” he asserts. “Now our task is to simplify the customer’s experience and make sure that people know how easy and affordable it can be to own our electric Cinquecento,” Kuniskis adds. “If you thought that purchasing or leasing an EV would come with a hefty premium, think again.”

The 500e is being offered to California residents at launch with a $199-a-month-$999-due-at- signing lease for 36 months, which is the same as the current lease cost of a Fiat 500 Pop powered by a gasoline engine.

The 500e is priced at $32,500, yet eligible Californians residents may be able to buy one for $20,500 after federal credits, state incentives and rebates from the automaker are included. “That’s about $200 less than the current starting price of a comparably equipped Fiat 500 Lounge with a gas engine,” according to Kuniskis.

Knowing that “a fully-electric vehicle may not be practical for everyone,” the company is providing a “compatibility matching service” to assist potential customers in determining which of the 500 models makes the best choice for their particular needs. The automaker’s website analyzes the shopper’s daily commute and driving habits to select the correct match.

The California dealerships, called studios, consist of a specially trained sales and service staff along with an available hotline to answer questions about the claims processes for federal, state and local tax credits while providing a list of companies in California that offer incentives to their employees who purchase an EV. A dedicated customer care phone number is also on tap to answer questions after the dealerships have closed for the day.

“Two well-stocked retail distribution centers in California will provide customers with easy access to color and feature combinations that may not be available at their local studio, reducing wait time and the need for special orders,” Kuniskis reports. “Customers could have the exact 500e they want within hours, not weeks.”

Each California dealership has four charging stations. “When 500e owners leave their studio with their new 500e, they will have the security of a standard navigation system that provides them with locations of the nearest charging stations along their routes,” he explains. “Once they plot their route, the navigation system also depicts their driving range with a circle around their location.”

In addition to the in-vehicle navigation system, a smartphone app compatible with the iPhone and Android enables real-time vehicle status checks, manages charging, tracks the driver’s energy use, locates the vehicle and nearby charging stations, plans and sends routes to the vehicle and provides text-message alerts.

Into the Green

Fiat is generating interest in the 500e among Hollywood’s elite through its sponsorship of several events benefitting the Motion Picture & Television Fund (MPTF), a charity that aids actors in need.

Fiat’s “Into the Green” 500e awareness program will culminate in October with a gala MPTF auction of actual celebrity-driven cars that various entertainers have been invited to try throughout the year. The goal is to raise $500,000 for the MPTF. Actor Andy Garcia was honored as the highest bidder at the event in 2012.

“The Fiat 500e is not only environmentally friendly, but also socially responsible,” says Kuniskis. “The Into the Green initiative provides a great opportunity for us to work with the MPTF to support the entertainment community while celebrating the arrival of the first all-electric vehicle for the Fiat brand.”

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