Abarth ad gets the guys' attention

DETROIT -- You don't have to travel around Europe or even be a fan of "Top Gear" to know that the Fiat 500 Abarth (ah-BART') is a sexy little coupe with a few surprises under the bonnet, aimed squarely at the under-30 crowd.

But Fiat's first 60-second social-media commercial to sell the high-powered car doesn't leave much room to argue that the high-end performance subcompact is aimed at anything but men.

Take a look here.

The online commercial -- the latest in a long line of edgy ads coming from Chrysler Group as it has refreshed its lineup over the past two years -- elicited what you might call expected reactions from some of my coworkers. Women were shocked. Men? Well, they watched it again. And sent it to their friends.

The commercial might not translate into sales of the Abarth, but it might get the sporty little thing noticed.

Pasta, after all, is not the only thing Italians do well.

25

Shares

ATTENTION COMMENTERS: Over the last few months, Automotive News has monitored a significant increase in the number of personal attacks and abusive comments on our site. We encourage our readers to voice their opinions and argue their points. We expect disagreement. We do not expect our readers to turn on each other. We will be aggressively deleting all comments that personally attack another poster, or an article author, even if the comment is otherwise a well-argued observation. If we see repeated behavior, we will ban the commenter. Please help us maintain a civil level of discourse.

Newsletters