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What matchmaking has to do with eco-friendly 2013 Fiat 500e

Fiat is hoping to sell a number of the new non-polluting 2013 Fiat 500e EVs in California and is mixing the metaphors of Hollywood and Italian Cinema to promote the vehicle online.
Posted: June 21, 2013 - 4:59PM
Author: Don Bain


People normally go online to either be informed or entertained and Fiat is combining the two with – built around the model of matchmaking service.

What is really going on is the site helps those interested in driving the new electric Fiat to decide if they would rather buy or lease, and explaining the various tax incentives and how they sweeten the deal.

Through various quizzes and interactive aspects, the site goes into the consideration of homeowners and apartment dwellers and whether the electric car will answer their transportation and economic needs.

To get visitors interested, they start out with short videos of fictional characters who discovered their soul mates through the investigation of the sexy 2013 Fiat 500e.

The two couples portrayed are Fabrizio and Kimberly plus Ryan and Sofia, who explain how their love of the environment and the website led them to each other: “Some hearts beat for the Earth.”

Fabrizio tells us he probably looks like a 70s swinger, but the martini glass he’s holding is really a wheatgrass smoothie. The Italian eco-fashion model loves the environment but not as much as seeing his face on magazines or even his own reflection in the chrome of his fancy Italian espresso machine.

Kimberly is a sassy, environmentally sophisticated and rather attractive woman, who adores Fabrizio for introducing her to the many pleasures of the Fiat 500e. She says Fabrizio flies all over the world for fashion shoots, but when he’s home he is the perfect boyfriend. It could only happen in California.

On the other hand, Sofia is a sharp-looking Italian game show host, with a sharp mind as well – she's a lawyer who can tell the difference between federal credits and state incentives as easily as she drives the Fiat 500e with zero emissions.

Ryan is smitten with Sofia’s many good points and hangs on her every word like a love-struck puppy.

All four are united in their shared appreciation of the 2013 Fiat 500e, proving that good looks are but the surface of all it has to give.

The 2013 Fiat 500e will become available in California this summer with an EPA tested 87-mile range and industry-leading 108 MPGe. Priced at $32,600, including destination charge, the 500e can conceivably be purchased by some California residents for as little as $20,600 – after federal credits, state incentives and FIAT rebates.

Of course, since Fabrizio, Kimberly, Sofia and Ryan all live in California, where too many choices of “beautiful people” conspire to create the highest divorce rate in the country. So maybe both couples should buy his and hers Fiat 500e models, so if a split comes around, at least there will be no contention over the car.