Fiat says 500 will appeal to buyers' heads, hearts

摘要

SAN DIEGO - In Laura Sove's view, the Fiat 500 appeals to the two opposite poles that drive automotive purchase decisions: the brain and the heart. With its 38 mpg EPA highway rating and a price starting at $15,995, including delivery, the 500 will play to customers who want sensible, economical and green transportation. And, with its Italian heritage and brio, the 500 will tug at the heartstrings. "We can play the best of both worlds with a balance of great style and design at a great price," said Soave, Fiat's North American brand chief, at the 500 media launch here.