We, at the CC5C blog are always looking for slightly different content to what you may be able to find at other FIAT blogs and pages. Our goal is to create a place to educate and entertain veterans as well as people only recently aware of the brand. With this goal in mind, our entries vary from CC5C member updates to the history of the brand (and various models) to groups and activities around the globe.
The Challenge = True Stock Car Racing
One FIAT-related happening we've longed to share with you is the Pirelli World Challenge. The North American-based international racing event officially began in 1974 and established the 'World Challenge' name in 1990. In 2011, three major things happened, from the perspective of an Italian city car nut. The World Challenge (WC) series signed a partnership with Pirelli S.P.A., the TCB or B-spec class was introduced shortly thereafter and FIAT entered the Cinquecento in the inaugural lineup. The goal to see our favorite car go head-to-head with other runabouts was born.
The 2012 Debutante Ball: The Cinquino Pop '00'
Jonathan Start: FIAT 500 #00 at the 2012 PWC
For the 2014 season, the PWC announced a stop in Wisconsin. This left no excuse to miss the annual event. The self-described 'not-a-car-guy' would attend his first Motorsport event since the summer weekends he visited Great Lakes Dragaway at Union Grove with his brother & father. The FIAT 500 would, once again, unlock something in me I thought I'd lost in the process of 'growing up'.
I, along with Mark & Eric Beckmann, attended one session of the Pirelli World Challenge last Saturday at the legendary Road America track. It was planned around NASCAR practice rounds… so, the weather was an issue (NASCAR won't run their practice on a wet track). We missed the morning FIAT run by minutes. 'MAJOR BUMMER' as I couldn't stay for the afternoon (became evening) run.
I did manage to walk around in 'the Pits' and snap some photos, though. We spotted the officially sponsored FIAT 500 Pop. For this next section of photos and commentary, I need to slip on my integrity cap and write freely… honestly. Our brand of choice and as well as our readers deserve as much. We aim to give you what you deserve, with every new CC5C blog entry.
The official FIAT PWC car is towed around in a tiny trailer. I have no problem with the size of the trailer. But I have a big problem with:
1) The lack of exterior spectacle. FIAT USA is a perennial player in the formerly titled World Challenge race. It is my firm belief, with all the money FIAT S.p.A. is pouring into the Chrysler side of the business, they have an obligation to the fans of their flagship model. Dress up the exterior of that trailer. Let it act as a herald to the arrival of the car that changed city driving forever… thrice! Give aficionados something to ogle.
FIAT USA/SRT '00'; Courtesy of Eric Beckmann
1) The lack of exterior spectacle. FIAT USA is a perennial player in the formerly titled World Challenge race. It is my firm belief, with all the money FIAT S.p.A. is pouring into the Chrysler side of the business, they have an obligation to the fans of their flagship model. Dress up the exterior of that trailer. Let it act as a herald to the arrival of the car that changed city driving forever… thrice! Give aficionados something to ogle.
2) No tent for the one man crew? Yes… the lack of covering allowed for great photos of '00', but I prefer to see this awesome little runabout (and the pictured tech) under covering. Again, for me, it's all about the spectacle. This is an Italian coach. This Italian coach is a runner in a global brand race. Where is the drama? #TeamItalia was in a World Cup match on this very day. Where is the flatscreen blaring the cheers and gasps of Italian fans? Where is the FIAT Specialist to help promote the brand? Where is the multitude of printed handouts found at every FIAT Studio in the country? Where is the show FIATisti in Europe, Latin America and Japan enjoy?
3) There is no need to go too far over-the-top, but this is another marketing event I will chalk up to…
'Brilliant idea… Poor execution'.
While the Pirelli World Challenge is not a giant Motorsport event yet, I think FIAT USA would do well to take a keen interest in making sure brand recognition is attached to the popularity of 'what racing should be'.
'Brilliant idea… Poor execution'.
While the Pirelli World Challenge is not a giant Motorsport event yet, I think FIAT USA would do well to take a keen interest in making sure brand recognition is attached to the popularity of 'what racing should be'.
Jonathan Start brought a lot of attention to the 'Cento, at the 2012 PWC, when he swept the first two races in TCB and consistently placed respectably thereafter. The same year, the 500 ABARTH placed very well at the Newfoundland Targa event. Why not ride that wave of excitement and permanently cement, in spectator minds, FIAT USA/SRT Motorsport?
4) No Local Studio frenzy over this event. What better way to pitch a sale than to explain this so-called underpowered city coach is tracking against other runabout options? Did they send out a mailer? Did they provide free passes for Local Studios to give to loyal clients and prospective buyers? Did they hype this to Studios at all? I know at least one FIAT S.p.A. holding missed no tricks at all...
The addition of a Ferrari-badged red Vespa, for crew use, to zip around the grounds was another classy touch. The setup… attention to details… oozed the Italian penchant for flair. This spectacle, taken down 5-7 notches is what I expected to find when we spotted our beloved '00'.
The Pirelli World Challenge, though, is a race. That is the main spectacle. So, how did the FIAT 500 Pop perform? This, I am afraid, is a reflection of the lack of attention FIAT is giving its pretty little cart that could. The FIAT USA/SRT-sponsored coach finished dead last. At least it did so in style. But who wants to see their favorite four-wheeler perform so poorly?
The lineup; Courtesy of Eric Beckmann
Unworthy finish for the former Champ; E.B.
It's a good thing, for FIATisti, there is also an independent runner in the race. Snader Racing '99' finished in the middle of a pack filled with more powerful FiTs (130hp), Fiestas (120hp) and MINIs (121hp). Not bad for a runabout with a mere 101hp… not bad at all. It is worth nothing, as of today, the driver of '00' is TBA. Perhaps FIAT USA cares after all. They need one dedicated 500 with one dedicated pilot for the entire series, though. More spectacle!
Snader Racing lines up; Courtesy Eric Beckmann
Austin saves face for FIAT; Courtesy E. Beckmann
At the end of the day, I love FIATs. I will not be satisfied until they regain their 2012 glory. Be honest, would you expect me to want it any other way? Let's pray FIAT USA feels the same way about this greatest of city cars. Learn more about the World Challenge here.
Vivere.Amare.Guidare.
Ciao!
