Benvenuti amici!
We enjoyed lots of exciting news this month. At the top of my list is the official announcement of the 2017 ABARTH 124 Spider [Geneva Auto Show]. In the spirit of total transparency, I was expecting the announcement thanks, in large part, to the spot-on reporting of Auto Italia Magazine. (The publication is one by enthusiasts for enthusiasts if you're unfamiliar with it.) Issue 240 included the inaugural ABARTH Classiche where enough hints were dropped to warrant an artist rendering of a stung FIAT 124 model on the cover. A few weeks later, dyed in the wool ABARTHisti were treated as the internet went alight with official word and images galore. The latest 124 offering is sublime. Heritage.
The styling of the ABARTH 124 Spider, as we've come to expect from Centro Stile, is exactly what the "Return of the Spider" deserves. It's slick, it's serious and it's sexy. Official specs for the EU release push the MultiAir to 170hp. While that isn't groundbreaking, it is far more powerful a factory tune than Europeans received with the [133hp] 2008 ABARTH 500 (A500) and enough of a bump above the [160hp] ABARTH 500 EsseEsse. But the ABARTH 124 Spider only told a third of the story. "Scuderia" ABARTH simultaneously confirmed the rumors of an upcoming return to World Rally Championship (WRC)! Heritage.
But that's still not it. The ambition of ABARTH & Co. would not be sated with the two former announcements. So, the firm revealed the 300hp ABARTH 124 Rally (A124R)… a completely bonkers version of the ABARTH 124 (A124) that will be offered to independent WRC racing teams at a racing team price. Heritage.
The only question that remains is; "if FIAT is doing all this for the European market what's in store for North America?" The question is a fair one. North Americans aren't forced to opt for the EsseEsse upgrade package to own a 160hp A500. We drive them [from the factory] off the lot. Surely FIAT USA will bring home an A124 that fits oh-so-comfortably between the EU A124 and the WRC A124R. 'Nothing too insane... we don't want to upset the EPAngels. But there must be a happy medium in mind, no?
Much to our dismay, FIAT USA has a far grimmer ABARTH future to report [2016 New York International Auto Show or NYIAS] for the 2017 model year. Rather than a 170hp, 180hp or 190hp ABARTH 124 Spider, the plan is to deliver a near-ABARTH… the 160hp FIAT 124 Spider Elaborazione ABARTH. What happened to the 10hp lost on the trip over the Atlantic? What is that longwinded model name meant to communicate? Why would an ABARTH have the same horsepower as the standard model? Why was the "Elaborazione ABARTH" fender badge not available at the time of official press release? The gentlemen & ladies at FIAT North America are apparently reducing the storied ABARTH & Co. to what amounts to a tidy, sporty trim package for our market. The primary things differentiating this "Elaborazione ABARTH" from the previously announced [but equally beautiful] FIAT 124 Spider are; fascia and suspension. There are optional brake and seat upgrades.
Faithful readers, this is where the theme/title of this blog entry comes into play. From day one of my baptism into FIAT fanaticism, I've said/wrote brand heritage is our responsibility. Why? It seems FIAT USA cannot be bothered. Communicating FIAT and ABARTH heritage to the masses, it would seem, takes too much work. Sure, subscribers to their Youtube channels are treated to tidbits of easily digestible history. But most people subscribing to such channels are already sold on the FIAT life experience and know more than those clips communicate. Someone must take onus to educate the "casual shopper". Someone must explain why only an indecent person would shop a FIAT and/or ABARTH against any non-Italian offering. Heritage.
It is in the area of marketing FIAT USA seems to be the most lost… or bored. Rather than balance [traditional FIAT] cute & fashionable adverts with the [traditional FIAT] smart & substantial variety, FIAT USA chooses to push their models as little more than fuel-sippingly one dimension. To be fair, there has been a short series of [little known] small attempts to prove the FIAT & ABARTH brands in track and road rally endurance events. Heritage.
Come to think of it, the folks on the Dodge side of the FCA family are still showing campaign interest in their past. Can you imagine the campaigning we'd see if the present day Dodge Dart outperformed at and above it's curb class? But there has been no significant FCA Corporate follow-up attempt tying their accomplishments to stand alone studio sales across the continent… a non-communications faux pas that leaves North American FIAT dealers shouldering equal guilt. Brand education is not as difficult as the uncreative would have us believe. Other marques have done quite well importing their Motoring Heritage.
So, what of this FIAT 124 "Elaborazione ABARTH"? How will it help promote the legacy donna Annelise Abarth works tirelessly to preserve? That is assuming this "watered-down" usage of her legendary surname has anything to do with preservation. Why use the name at all if the model is not worth the proper iteration we see with the A500? The 500T, a model that specs in similar numbers to the EU-spec base A500, is not marketed as an ABARTH. The 500GQ, built on the A500 donor car platform, is not marketed as an ABARTH. So, why half-use the ABARTH name to market this otherwise beautiful Spider?
I'm not sure, FIAT USA. Are you?
FIAT North America Brand Director was quoted saying, "U.S. regulations prohibit the 1.4L MultiAir turbo's 10hp bump from the European specifications car." That explanation seems fair enough. But, then, why not drop the 500T motor in the F124 Spider and save the A500 motor for the A124 Spider? Why not drop one of the larger EPA-friendly MultiAir variations [Dodge-Chrysler calls them "Tigershark"] into the engine bay of the A124? I mean, they are ABARTH-Alfa Romeo based after all. Why not ditch the upgrade package scam/scheme… in favor of permanently bolting on all the performance goodies + proper A124 markings? Why reduce the good name of don Carlo to Mazda Miata Club package status? Why risk further alienating FIAT life enthusiasts who likely waited decades for this release?
With what seems to be no [corporate] North American interest in promoting our inspired automotive history, the task falls to the community of FIATisti-ABARTHisti. Let your opinion on the matter be known. Contact FIAT USA/FIAT Cares. Post to your favorite [FIAT USA and FCA Corporate] Facebook pages. The Spirit King of the Cult of the Scorpion beckons us to remember his name and act as his heralds… United in unwavering Passion with Purpose. Heritage.
Ciao!
@
The only question that remains is; "if FIAT is doing all this for the European market what's in store for North America?" The question is a fair one. North Americans aren't forced to opt for the EsseEsse upgrade package to own a 160hp A500. We drive them [from the factory] off the lot. Surely FIAT USA will bring home an A124 that fits oh-so-comfortably between the EU A124 and the WRC A124R. 'Nothing too insane... we don't want to upset the EPAngels. But there must be a happy medium in mind, no?
Much to our dismay, FIAT USA has a far grimmer ABARTH future to report [2016 New York International Auto Show or NYIAS] for the 2017 model year. Rather than a 170hp, 180hp or 190hp ABARTH 124 Spider, the plan is to deliver a near-ABARTH… the 160hp FIAT 124 Spider Elaborazione ABARTH. What happened to the 10hp lost on the trip over the Atlantic? What is that longwinded model name meant to communicate? Why would an ABARTH have the same horsepower as the standard model? Why was the "Elaborazione ABARTH" fender badge not available at the time of official press release? The gentlemen & ladies at FIAT North America are apparently reducing the storied ABARTH & Co. to what amounts to a tidy, sporty trim package for our market. The primary things differentiating this "Elaborazione ABARTH" from the previously announced [but equally beautiful] FIAT 124 Spider are; fascia and suspension. There are optional brake and seat upgrades.
Sexy People: FIAT is 100% this…
… but FIAT is also 100% this.
Finish in 2012 Targa Newfoundland? No big deal.
Finish in 2012 25 hrs of Thunderhill? No big deal.
FIAT USA has seen fit to enter and [online only] advertise A500 participation in the two most grueling mechanical tests of North American motoring. Still, the American market has done little to nothing in regards to advertising the fact the model finished in both and took 2nd Place [Open Class] in one of said tests, Targa Newfoundland. I'm sure, besting much more powerful cars at the Targa NFLD rally is a fete the Chevy & Ford marketing teams would kill to print and/or air ad nausea. A brand new-to-market runabout entry finishing at all at NASA 25hrs of Thunderhill is equally if not more than brag worthy. Heritage.
Come to think of it, the folks on the Dodge side of the FCA family are still showing campaign interest in their past. Can you imagine the campaigning we'd see if the present day Dodge Dart outperformed at and above it's curb class? But there has been no significant FCA Corporate follow-up attempt tying their accomplishments to stand alone studio sales across the continent… a non-communications faux pas that leaves North American FIAT dealers shouldering equal guilt. Brand education is not as difficult as the uncreative would have us believe. Other marques have done quite well importing their Motoring Heritage.
F4: ABARTH + New Generation of Track Stars
ABARTH 695 Biposto: 2014 Gumball Rally 3000
ABARTH 595 OT: Special for Future Competition
So, what of this FIAT 124 "Elaborazione ABARTH"? How will it help promote the legacy donna Annelise Abarth works tirelessly to preserve? That is assuming this "watered-down" usage of her legendary surname has anything to do with preservation. Why use the name at all if the model is not worth the proper iteration we see with the A500? The 500T, a model that specs in similar numbers to the EU-spec base A500, is not marketed as an ABARTH. The 500GQ, built on the A500 donor car platform, is not marketed as an ABARTH. So, why half-use the ABARTH name to market this otherwise beautiful Spider?
I'm not sure, FIAT USA. Are you?
FIAT North America Brand Director was quoted saying, "U.S. regulations prohibit the 1.4L MultiAir turbo's 10hp bump from the European specifications car." That explanation seems fair enough. But, then, why not drop the 500T motor in the F124 Spider and save the A500 motor for the A124 Spider? Why not drop one of the larger EPA-friendly MultiAir variations [Dodge-Chrysler calls them "Tigershark"] into the engine bay of the A124? I mean, they are ABARTH-Alfa Romeo based after all. Why not ditch the upgrade package scam/scheme… in favor of permanently bolting on all the performance goodies + proper A124 markings? Why reduce the good name of don Carlo to Mazda Miata Club package status? Why risk further alienating FIAT life enthusiasts who likely waited decades for this release?
With what seems to be no [corporate] North American interest in promoting our inspired automotive history, the task falls to the community of FIATisti-ABARTHisti. Let your opinion on the matter be known. Contact FIAT USA/FIAT Cares. Post to your favorite [FIAT USA and FCA Corporate] Facebook pages. The Spirit King of the Cult of the Scorpion beckons us to remember his name and act as his heralds… United in unwavering Passion with Purpose. Heritage.
Vivere.Amare.Guidare.
(Dedicated to Heralds Everywhere)
Ciao!
@
