From Los Angeles to Las Vegas, Olivier Francois takes to America’s electric corridor in the all-new 2024 Fiat (500e)RED edition. The video celebrating the arrival of the all-new, all-electric Fiat (500e)RED features Francois, CEO of FIAT and global chief marketing officer of Stellantis, and Bono, lead singer of U2 and co-founder of ONE and (RED), to commemorate World AIDS Day, which took place Fri., Dec. 1.
Bono said in the video, “We’re going to drive AIDS off the planet.”
The brand debuted the 2024 Fiat (500e)RED as the first Fiat 500e product drop for North America this week.
The Fiat (500e)RED is all new and all electric, the perfect vehicle for the job or a driver’s daily urban commute. Launching exclusively as a (RED) edition, this Fiat 500e combines style and substance that projects beyond its iconic profile.
The FIAT partnership launched as part of a multi-brand Stellantis partnership with (RED) in September 2021 to raise awareness for the fight against global health emergencies and support the Global Fund.
An all-new, all-electric take on the FIAT brand’s most storied and iconic model, the two-door fully electric (500e)RED will arrive on this side of the Atlantic as the first battery-electric vehicle (BEV) offering from Stellantis. The lightest passenger BEV in the market, (500e)RED boasts an estimated range of 149 miles (240 kilometers), enabled by a 42-KWh battery with a Level 2 (11-kW) charge time of four hours and 15 minutes. BEV capability combined with quintessential design cues make it unmistakably FIAT, with style and sustainability at its core.
The all-new, all-electric Fiat (500e)RED edition will be available in Stellantis North America showrooms starting in the first quarter of 2024 with additional “product drops” to follow.
Product Drop
As part of its innovative marketing plan, FIAT is the first automotive brand to incorporate a “product drop” strategy to create buzz, cultivate customer loyalty and, ultimately, appeal. The product drop strategy involves the creation of different variants of the 500e to keep the vehicle fresh and interesting. Each model will be “dropped,” meaning released at a particular time in a limited quantity, similar to successful initiatives carried out in the fashion apparel industry.
(RED)
Founded by Bono and Bobby Shriver in 2006 to fight AIDS, (RED) partners with the world’s most iconic brands and people to create products and experiences that raise money, heat and urgency for global health crises.
Every action you take with (RED) saves lives. All money generated by (RED) goes to the Global Fund, one of the world’s largest funders of global health.
To date, (RED) has generated more than $750 million for the Global Fund, helping more than 245 million people. (RED) funding supports life-saving programs that empower health workers and provide testing, treatment and care in places where injustice has enabled pandemics to thrive.
FIAT Brand
FIAT brand celebrates more than 120 years as an automaker and some things haven’t changed. Iconic Italian design and refinement, plus a fun-to-drive factor come standard with every Fiat.
In early 2024, FIAT brand will launch the Fiat 500e, the first Stellantis retail battery-electric vehicle offering in North America and the best-selling city EV in Europe.
Technology
The Fiat 500e comes equipped with standard safety features, such as automatic emergency braking, Pedestrian Alert and Lane Keep Assist, giving drivers great confidence to navigate busy urban traffic with ease.
At just over 3,000 pounds, the Fiat 500e is the lightest passenger BEV in the segment. Battery materials, capacity use and battery durability are key to electric vehicles, and the FIAT 500e is an effective balance of capability, range and battery size. This efficient application of rare materials in a four-passenger vehicle assists in the goal of sustainable transportation, significantly reducing the overall carbon footprint.
Uconnect 5
Uconnect 5 builds upon a well-established, intuitive user experience (UX) and third-party recognition with Android’s automotive operating software and faster processing speeds. The system features an exclusive and customizable home screen that allows quick access to frequently used features with one-touch operation. Uconnect also expands Alexa Home to Car functionality to include in-vehicle Alexa virtual assistant with natural voice and “Hey, Fiat” wake-up word capability. Wireless Apple CarPlay, wireless Android Auto and wireless smartphone charging make connecting and sharing easy, while simultaneous dual-phone connectivity allows greater flexibility with passengers. Uconnect 5 features Firmware Over The Air (FOTA) capability to seamlessly load improved software updates to the vehicle. These improvements and others in the Uconnect system software, strategy and hardware help reduce distracted driving.
2024 Lineup
FIAT is beginning the introduction of the Fiat 500e to North America with one effortlessly chic model, the (RED) Edition. FIAT has partnered with (RED) to introduce the coolest, most ethical car in urban mobility with features like red-painted exterior mirrors, LED headlamps and front grille details, all sitting on 17-inch diamond-cut alloy wheels. Inside, a striking red dashboard is the focal point. The bold exterior RED color makes a statement of presence. Every time a (RED) product is purchased, it triggers a donation to the Global Fund to support life-saving prevention and treatment programs in communities most in need.
The manufacturer’s suggested retail price is $32,500, not including $1,595 destination, with availability in early 2024.
Product Drop
As part of its innovative marketing plan, FIAT is the first automotive brand to incorporate a “product drop” strategy to create buzz, cultivate customer loyalty and, ultimately, appeal. The product drop strategy involves the creation of different variants of the 500e to keep the vehicle fresh and interesting. Each model will be “dropped,” meaning released at a particular time in a limited quantity, similar to successful initiatives carried out in the fashion apparel industry.
Customer Journey
FIAT is setting out to change the automotive ownership model altogether with a convenient option for customers. With the Fiat 500e comes the introduction of the FIAT Live Store, a fully interactive experience, providing live communication with a FIAT Genius to help tailor a mobility solution. Whether shopping for a same-day online purchase or engaging in long-term research, customers can shop at their own pace at home or through the mobile app and use the FIAT Live Store as a valuable resource. In addition, with 350-plus dealers in North America, customers can decide on a dealer FIAT Live-integrated buying process or choose one or the other. As an alternative purchase experience, FIAT Live Store reduces the carbon footprint and creates an at-home car shopping experience.
FIAT Pass
In addition to the drop strategy, the recently announced FIAT Pass creates an emotionally connected path-to-purchase for 500e customers. FIAT Pass offers priority access, digital collectibles and the opportunity to be among the first to take delivery of a Fiat 500e in the U.S. The FIAT Pass program is a pioneer in harnessing the capabilities of Web3, allowing loyal FIAT consumers and super fans to hold a piece of the brand. FIAT Pass offers benefits and sustainable rewards while creating excitement for what’s next with the Fiat 500e.
Global Presence, Electric History
Fiat 500e is new to North America, but has already been making an impact around the world. It has already won 42 awards and is the best-selling small car in Europe. In fact, it was named the most environmentally friendly electric car on the market by Green NCAP, an independent initiative that promotes the development of cars that are clean, energy efficient and cause as little harm to the environment as possible.
FIAT is a storied brand with a 124-year history. Head-turning Italian design and the ultimate fun-to-drive factor are what the globally renowned brand has come to be known for, but its message of sustainable mobility has also been decades in the making. In 1974, the Fiat X 1/23, a compact two-seater electric vehicle, made its debut as the perfect city car, far ahead of its time.
The design ingenuity prompted FIAT to experiment with different battery technologies over the years and led to production of the Fiat Panda Elettra in 1990, the world’s first mass-produced electric car by a major international carmaker. Since then, FIAT has been perfecting battery-electric technology balanced with design and drivability to bring forth the ultimate city car, today’s 500e.
The Fiat 500e is built at the Mirafiori Assembly Plant in Turin, Italy, and will be available in Stellantis North America showrooms starting in early 2024.