It looks as though FIAT is going to be marketing itself as a lifestyle brand here in the United States. Their first ad takes on a “break the mold” type of vibe by flooding us with images of beautiful people doing fun things in happy places. Basically they’re telling you that you’re boring and that by purchasing this little roller skate, your life will be turned around. Brands like MINI and Smart have been preaching this stuff for years to their customers and it’s definitely helped them move some merchandise. Listen, at the end of the day the new FIAT 500 is a cute little car that I have a feeling will be a big hit over here in the United States. Lets just hope it’s reliable, well built and fun to drive, because if that old “Fix It Again Tony” acronym comes out to rear its ugly head, this thing will all but die before it even gains any steam.