The forthcoming Fiat 500 is destined to be marketed in the United States while Sergio Marchionne has also suggested that the planned production of this new car will be sold out until the end of next year. The launch of the new 500 has recently been brought for forward to the 4th July, from its original September target day, to coincide with the 50th anniversary of the introduction of the original model from which the new car draws much inspiration.

At yesterday's investor conference call following the release of the Fiat Group's first quarter financial results, Fiat CEO Sergio Marchionne was very upbeat about the new 500 model, suggesting that there is already 'incredible interest' in it. "Our expectations for this car are that it will be sold out in 2007 and 2008," he told the conference call. "There is incredible interest in this vehicle," he added. Marchionne reconfirmed the existing targets for the car: 58,000 units this year and 120,000 in 2008. He also revealed that the recently-introduced C-segment Bravo model has amassed 29,000 orders already with 11,000 having been delivered so far.

The new 500 model will be built at Fiat's long-standing Tychy plant in Poland, the whole project being realised in conjunction with Ford who will use its Panda-based chassis and drivetrain to underpin their next-generation Ka model. The Tychy factory, which already assembles the Panda and 600, is currently undergoing a major infrastructure investment to allow it to cope with the additional production requirements.

With its media launch now just two-and-a-half months away, the marketing campaign for the new 500 is being ratcheted up. Over the last week visitors to the "Salone del Mobile" furniture fair in Milan, have been able to pre-order a limited-edition version at the "Cappellini Temporary Store" which is located in the Piazza S. Babila. The "Temporary Store" which has been open from 10:00AM to 10:00PM since 18th April. It closes later today. This exhibition has been a source of huge interest, not only amongst trade visitors, but from the public. The 500 initiative from Italian design firm Cappellini has allowed potential customers to place an order for the 500.

They have been able to choose from two different versions, one of which has been designed by Cappellini and is characterised by an exclusive light-blue colour and elegant mouldings. Just 500 units individually-numbered units are available. The whole promotion has taken place in a special "500 Lounge" located just outside the Temporary Store where visitors have been able to preview "the car created for the people, from the people’s own ideas" and where it has been possible, using the multimedia stations available, to create a personalised virtual version, by choosing colours, decals and accessories.
 

Meanwhile late last week Marchionne also revealed that the 500 is expected to be sold in the United States in the future, a market that the Fiat brand vacated some years ago. The original 500 has an iconic reputation in the US and Fiat believe that the new model will tap into the ever-growing demand for fashionable 'lifestyle' cars. However it will not arrive stateside until at least 2010. "Sooner or later it is a possibility," said Marchionne," that the 500 will arrive on the American market. But it will not happen now, probably after 2010."

However the Fiat CEO doesn't foresee the 500s crossing of the pond heralding a return of the Fiat brand's whole range to the US, suggesting that the market doesn't understand the value of the Italian carmaker. "Before seeing Fiat return to America it would be necessary for a structural change in that market which I do not see today." He also said that those "who thinks that it (the 500) will be only an Italian phenomenon are largely mistaken." Rather he sees it as a key part of a new era of prestigious smaller cars from the Italian firm which already include the successful Lancia Ypsilon, and which will be joined by the upcoming Alfa Romeo "Junior".