Is Buying A Fiat 500e Electric Car 'Environmentally Sexy'?

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We liked the 2013 Fiat 500e electric car, a lot.

It may be the best of the low-volume compliance cars, in fact--though the 2014 Chevy Spark EV and 2013 Honda Fit EV are pretty great too.

We're less sure how we feel about the ad campaign Fiat is using to pitch the car, under the tagline, "Environmentally Sexy."

Take the ad above, titled "Ryan's Story."

It clearly plays off the gorgeous-European-women-in-high-heels meme that blazed the Fiat 500 Abarth hot hatch into public awareness, courtesy of now-superstar model Catrinel Menghia.

This new ad for Fiat's 500e electric car even repeats the nerd-with-gorgeous-woman plot.

But this time, he's not a hapless sap but a smug, self-absorbed poseur.

The purpose of the ad is to point you to Fiat's "Environmentally Sexy" site for more information on the electric 500.

Visit the site and fill out a brief survey, give Fiat a bit of personal data, and you'll be paired up with ... no, not a date.

The site's purpose is to match you with one of the five Fiat 500e models, each with a color reflecting its personality: Arancio Elettrico (Electric Orange), Bianco Perla (White Pearl), and three more.

We'll let you tell us whether you think this is a good way to market electric cars--a topic that certainly seems to prove challenging for automakers.

For what it's worth, when the ad was played for journalists covering the Fiat 500e launch event, the response was dead silence.

Leave us your thoughts in the Comments below.

Politely, please.


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Comments (15)
  1. I laughed so much at every commercial. The producers have done an outstanding job at entertaining. They have caused me to consider a Fiat when I shop for an electric vehicle. Furthermore, I'm already sold on electric vehicles. I want one, my first one, when I can afford it.

  2. I like it. At least there isn't any sign of polar bears!

  3. Way better than the buy me because I am good for the environment, Although they did make fun of it a bit with the wheat grass smoothie instead of a Grasshopper with Crème DeMint. Overall not to bad of a commercial. What's it's range. Is it over 90 miles? or is it like all the other traditional automaker produced EV's at about the seemingly agreed upon 75 miles or about.

  4. Fiat has always done some great commercials. I just wish their product quality can be as good as their ads.

    Now, which one is faster (0-60), the Fiat 500e or the Chevy Spark EV?

  5. The Spark EV has a much faster 0-60 than the Fiat. They are 7.6 and 8.9 seconds respectively and that is due to the Spark having 400 lb-ft of torque versus the 500e with only 166 lb-ft

  6. Perhaps they should watch their own commercial and convince themselves that there is a broader market for the vehicle other than simply as a compliance car for CA.

  7. They won't do that though because they are facing roughly a $10,000 loss on every 500e sold so it is just that, a CA compliance car

  8. I remember an old European Fiat billboard with a gorgeous half naked woman "draped" over the hood of a spiffy sedan. Some feminist had drawn a speech bubble over her mouth: "When I'm not lying on cars I'm a brain surgeon".
    However, Fiat also can campaigns featuring pudgy bald men :)

  9. I think it's a fantastic promotion, it's bold and really funny it's not a strange electric car ad it's just a fun Fiat promotion.

  10. John, you clearly dont know the difference between an ad and a digital campaign. The videos are not ads/commercials. They are not intended to be broadcasted on TV. They only make sense once you are in the dating site, because they are "dating testimonials". I think they are very clever actually.

  11. @Michael: I'm not clear how, in your opinion, that should change the story. Advertisements are advertisements. Online they can be more targeted to specific audiences, obviously. Otherwise ... ???

  12. I like it! It's fun and a little self-deprecating while playfully teasing with all of the different innuendo. It reminds me of the SunRun ad spots about granola and dolphin babies.

  13. I think the ad was fine, though it would be better if they got in the car and drove away. That way the world could see it actually drives!

  14. I just wish they weren't all sold out already.

  15. As a smug, self-absorbed poseur, and I believe I speak for all of us who are, I take offence to your assuming that we're not hapless saps.

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