Fiat 500 by DIESEL available exclusively online in the U.K.

Article by Christian A., on September 21, 2008

Customers who want to grab another special edition of the Fiat 500 may now do so without physically going to a dealer and making an order. This time, the 500byDIESEL global limited edition is available to order exclusively through the Internet via Fiat’s online site.

The Italian carmaker will just produce 10,000 examples of the 500byDIESEL, which is the product of a collaboration between the carmaker’s Style Centre in Turin and DIESEL’s design team. Their fashion collaboration aimed at creating an ‘Urban Survival Vehicle’ that while suitable for town traffic, also expresses the personality of the brand’s younger customers.

This marks the first time that Fiat sells a model through the Internet, riding on the success of the Abarth 500 Online deposit offer. For the Abarth campaign, customers could pre-order 200 examples of the Abarth six months in advance of its availability in the United Kingdom.

For the 500byDIESEL, interested buyers in the UK just need to proceed to where they are provided an opportunity to configure their vehicles according to their preference. Then, they just have to pay a deposit and order their 500byDIESEL direct from Fiat’s factory.

Buyers are given the freedom to track the progress of their vehicle, make a final payment, and coordinate with the nearest dealer over the delivery or collection of their 500byDIESEL – all done Online. 500byDIESEL has a starting price of £11,150.

According to Elena Bernardelli, marketing director at Fiat UK, the Fiat 500byDIESEL Internet campaign is an exciting and futuristic development for the Italian carmaker. The 500byDIESEL is derived from the Fiat 500 Sport version and is available in metallic green, black or brown.

It is equipped with 16-inch alloy wheels with the DIESEL logo, distinct side trim with DIESEL wording, and special door mirror fairings. Buyers of the 100 bhp 1.4 version of the 500byDIESEL could avail of the optional brake calipers in yellow.

DIESEL’s logo is also placed prominently on different places inside the cabin like the instrument panel and gear knob. The cabin features special upholstery in denim fabric as well as a special pouch on the side of the front seats.

Cabin entertainment comes in the form of Fiat’s Blue&Me hands-free technology, making the 500byDIESEL eco:Drive compatible. Customers can choose from three Euro 5-compliant engines: the 69 bhp 1.2 unit; 75 bhp 1.3 MultiJet with DPF; and a 100 bhp 1.4 16v engine.

Press Release


A special edition version of Fiat’s popular 500 city car has just gone on sale exclusively through the Internet.

The 500byDIESEL, a global limited edition run of just 10,000 examples, is the result of a collaboration between Fiat’s Style Centre in Turin and fashion label DIESEL’s design team. The idea was to create an ‘Urban Survival Vehicle’, perfect for town traffic, yet expressing the personality of its alternative young brand lovers.

500byDiesel represents Fiat’s first venture into selling vehicles via the web and follows the success of the Abarth 500 on-line deposit offer, which allowed customers to pre-order 200 of the performance supermini six months in advance of UK availability. All of these cars were allocated three months ahead of schedule.

Now, a new fully automated process allows customers to configure a 500byDIESEL, pay a deposit, order it direct from the factory, track the car’s progress, make a final payment and liaise with a geographically appropriate dealer about collecting the new vehicle – all on-line.

The 500byDIESEL Internet campaign is thus Fiat’s next step into e-commerce and purchasing, exclusively online through

“This new route to market is an exciting and futuristic development for Fiat,” says Elena Bernardelli, marketing director, Fiat UK. “The Fiat 500 is also a perfect fit for DIESEL and we are pleased to have this fantastic association with them.”

Based on a Fiat 500 Sport version, the 500byDIESEL comes in metallic green, black or brown. The exterior features 16-inch alloy wheels with the DIESEL logo, brake callipers painted yellow (an option only on the 100 bhp 1.4 version), unique side trim with DIESEL wording, and special door mirror fairings.

Inside, there’s special upholstery in denim fabric. The label logo also appears on the instrument panel and gear knob, while a special pouch, reminiscent of the fifth pocket on DIESEL jeans, appears on the side of the front seats. In-car entertainment comes courtesy of Fiat’s Blue&Me hands-free telecommunications and entertainment technology, which means the car is eco:Drive compatible.

The 500byDIESEL will be available with all three Euro 5-ready power units in the Fiat 500 range – the 69 bhp 1.2 unit, 75 bhp 1.3 MultiJet with DPF, and a 100 bhp 1.4 16v engine. Prices start at £11,150.

Topics: fiat, fiat 500, city car

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