2012 FIAT 500 Long Term Road Test


2012 Fiat 500: Reaching Out to the Ladies

September 28, 2011

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When you spot a 2012 Fiat 500 on the road, is there a man behind its wheel or a woman? Just curious. Not that it matters, of course. It's just that the automaker seems to be kicking its marketing-toward-women into high gear.

Apparently that JLo ad we (OK, I) thought was a sure way to turn off female consumers is actually a big hit with the ladies as consideration for the brand went up 31 percent since the ad's debut on September 12 during ESPN's Monday Night Football. Yes, more women are watching football.

From AutoObserver:

"On the surface, Fiat's decision to make a heavy ad buy during NFL games is a curious move for a car that it's almost universally agreed has a particular appeal for female buyers. But a deeper look at NFL audiences shows that women are tuning in to football at all-time high numbers."

Not only that, yesterday Fiat launched a limited-edition Pink Ribbon 2012 Fiat 500 to benefit the Breast Cancer Research foundation. 250 cars are being sold for $22,500 each with $1,000 from each purchase going toward the foundation. (Any way to raise breast cancer awareness is a good thing so hooray for that.)

Personally, I'd like to forget the whole JLo ad thing happened (even though apparently Fiat is coming out with two more ads, with the next one coming out next month) and go back to liking the car again.

Wasn't the car's cute style enough to appeal to women?

Caroline Pardilla, Deputy Managing Editor

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Edmunds Insurance Estimator

The Edmunds TCO® estimated monthly insurance payment for a 2012 FIAT 500 in VA is:

$135 per month*
* Explanation
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