Fiat also made its appearance at MiMo 2022, displaying the new one on its platform Fiat 500 La Prima by Bocelli. A special series of the iconic battery-powered utility car of the Turin brand that has been defined as “one of a kind” by Andrea Khawatmimarketing manager of Fiat and Abarth, with whom we had the opportunity to chat at the open-air show scheduled until Sunday between Milan and Monza.
“This fair represents an opportunity to bring the brand back to the public. This year we are present with the version La Prima by Bocelli, which is enjoying great success above all thanks to its peculiarity linked to the JBL Premium Audio system which offers the sensation of being inside an opera or an outdoor stage while driving “Khawatmi said. The reference of the marketing manager of Fiat and Abarth is obviously the exclusive premium audio system with 320 W of total power, very refined in architecture and performance and at the same time simple, immediate to use and perfectly integrated into the car without any impact on the interior space or the trunk, which makes the new 500 electric the first city car in the world equipped with JBL’s “Virtual Venues” technology for an unparalleled audio experience.
Fiat’s decision to launch the new 500 on the market in the 100% electric version alone suggests that the Turin brand has a clear idea of its strategy for the future. A future that will see the electric at the center of the range, as confirmed by Khawatmi himself: “Our strategy is very clear, if we think of the new 500 we launched in 2020, the new Ulysse or the new Doblò. The new Fiat models launched from 2024 will all be electric, with the aim of having a full electric range from 2027. Regardless of the laws and decisions that the policy will take, we want to reach the date of 2027. We are ready with this technology, we will go out at the right time even if it will be a challenge. We expect big changes to come, between Chinese competitors and infrastructures to be built ”. An interesting fact that was provided to us directly by the marketing manager of Fiat and Abarth concerns the version 3 + 1 of the electric 500, which represents 20% of total sales of the Fiat battery-powered city car: the addition of the “magic door” (so called Fiat) which facilitates access to the rear seats has hit the mark.
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