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Laura Soave on Fiat

by Bill Cawthon on

Laura Soave, Head of Fiat Brand North America, revealed of the 2012 Fiat 500 (Cinquecento) at the Los Angeles International Auto Show. With its beautiful Italian styling, timeless functionality, efficient design and innovative technology – the same attributes that made the original version a timeless icon – the new Fiat 500 is relevant for an entirely new generation of drivers.

“The Fiat 500 has always been the right car at the right time,” said Laura Soave, Head of Fiat Brand North America. “The new Fiat 500 now brings something truly unique to one of the fastest growing segments in North America, delivering Italian-by-design function, value and efficiency intelligently tailored for our market.”

Fiat’s successful small-car formula worked then and still works now. Like the original Cinquecento, the new 2012 Fiat 500 showcases the Fiat brand’s ingenuity to build world-class small cars that ignite a spirit of the times through simple design, beautiful craftsmanship and timeless value. As a result, the Fiat 500 has continued to surprise and delight customers worldwide for more than 50 years.

“Like the original Cinquecento a half-century ago, the new Fiat 500 changes the rules of personal transportation and delivers a new sense of individual expression and opportunity. At a time when America is getting back to basics with a fresh awareness of the environment, the new Fiat 500 identifies with today’s minimalistic attitude and delivers with state-of-the-art eco-friendly technology, and it is wrapped in world-class quality, craftsmanship and style,” added Soave. “This modern-generation Fiat 500 offers high levels of safety, fuel economy, quality and advanced technology. With its city-friendly four-passenger A-segment size, engaging driving dynamics, all-new fuel-efficient 1.4-liter MultiAir® engine with interactive driving software, state-of-the-art Blue & Me™ Handsfree Communication technology and seven standard air bags, the new Fiat 500 offers a driving and ownership experience unlike anything available today. This package is further enhanced with new quality and refinement adaptations for the U.S. market, including an all-new six-speed automatic transmission.”

Bill Cawthon grew up in the auto industry in the 1950s. His Dad worked for Chrysler and Bill spent a number of Saturdays down on the plant floor at Dodge Main in Hamtramck. Bill is also the U.S. market correspondent for just-auto.com, a British auto industry publication, and a member of the Texas Auto Writers Association, which has named the Jeep Grand Cherokee the “SUV of Texas” several times and named the Ram 1500 as the “Truck of Texas” two years running.

Bill has owned five Plymouths (including the only 1962 “Texan”), one Dodge and one Chrysler and is still trying to figure out how to justify a Wrangler. He also has owned at least one of every 1:87 scale model of a Chrysler product. You can reach him directly at (206) 888-7324 or by using the form.


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