Fiats for Ferrari drivers

Time 8:54 am, July 20, 2008

076862600_1214172254.jpgFERRARI dealers nationwide have just taken on a fleet of new courtesy cars.

Not just any cars, though. They’ve ordered 200 Fiat 500s – 60 of which have been built exclusively for the dealer network!

The special models are, of course, finished in Ferrari red paint, with a specially-tuned 1.4-litre petrol engine and bespoke exhaust.

Magneti Marelli is responsible for the overhaul work, which also gave them the chance to fit red brake callipers, sporty pedals, a special steering wheel with red stitching, and 16-inch alloys.

The customised models also have Frau leather, limited edition kickplates and a numbered plate on the dash.

As a marketing tool, this is little short of genius. Relative to a Ferrari, the 500s are peanuts to buy, and even cheaper to run and fix, yet the makeover means they’re still ‘special’ enough to drive – and set to be, like Ferraris, highly collectable.

Maybe it’s a trick your dealer group could exploit?

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Car Dealer has been covering the motor trade since 2008 as both a print and digital publication. In 2020 the title went fully digital and now provides daily motoring updates on this website for the car industry. A digital magazine is published once a month.

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