Calling the Fiat 500X rugged is like calling Star Wars actor Adam Driver sexy. While both have happened, neither of those ideas were conveyed via particularly reputable outlets. Likewise, the general public probably doesn’t agree with those statements — and the few that do are assuredly women.
Unlike the Star Wars franchise, Fiat owes the majority of its modern-day “success” to the fairer sex — a phrase I’m absolutely positive no one uses anymore. Still, both are trying to broaden their appeal by tweaking their product. Let’s stick to discussing automobiles.
While the breakdown fluctuates from year to year, roughly 60 percent of all Fiat drivers are women. But the brand does market to men, sometimes in ways we can’t quite comprehend. It also builds vehicles that seem specifically targeted at gentlemen, like the 500 Abarth and new 500X Adventure Edition.
Even though Fiat Chrysler Automobiles didn’t come right out and say it in the press release, it did use words like “rugged” and “adventurous when describing the Adventure Edition’s styling. If that isn’t a dog whistle for male consumers, we don’t know what is.
We’re positive most dudes shopping for something in this category will stick with Jeep’s Renegade, but the 500X might get the odd duck who’s interested in rounder styling. It may also help reel in women who are really into camping and added visual flair.
The Adventure Edition, based on the Trekking trim, tacks on 18-inch aluminum wheels, black roof rails, orange mirror caps and unique graphics on the body-side, cross bows, and front and rear splash guards. Interior additions include a molded rear cargo tray and front and rear slush mats.
While the wheels, splashguards, and slush mats can all purchased separately, bundling them together on the Special Edition actually ends up being the cheaper option. Plus, you get all of those hip graphics for free. Available in Bianco Gelato (White Clear Coat), Nero Cinema (Black Clear Coat), Grigio Graphite (Graphite Grey) and Grigio Argentino (Grey Metallic), the Fiat 500X Adventure Edition is already on sale.
[Image: Fiat Chrysler Automobiles]
Perfect for glamping, as long as you don’t have to bring much gear or extra people.
‘Adventure Edition’…that means they moved the service department into the jungle.
or Compton.
“Don’t drive through Florence & Normandie in a Fiat 500” – Reginald Denny
What I’m having trouble believing is that 40% of 500 drivers are men. I just haven’t seen that on the road. Haven’t seen that at all. Have I even ever seen a man driving one? Not sure. I would believe that 40% of 500 buyers are men, with 75% of those cars being bought for their wives and daughters. That leaves about a 10% of total drivers as men. That I could believe, but not around here. Maybe the men buying them are in the big cities. But those aren’t adventure men, those are soy boys,
Opposite around here, at least half are driven by men (regular 500s, all 500xs and Renegades are driven by women), almost always with Italian flag pinstriping, and ITA bumper sticker, or some sort of patriotic bauble
Decent-sized metro dweller here, and I don’t see many Fiats of any sort on the roads despite there being at least two (I think there were three at one point) dealers around.
As far as who is behind the wheel when I do see one, it depends on the Fiat. The elusive Abarth variant, I’d say 90/10 male/female. Everything else, the opposite. Actually, the only Fiat I’ve seen on local roads in the past week or so was a light green 500 cabrio with a 50-something woman driving it.
If I had to wager based on nothing but observing area roads for a few years, I’d put my money on at least 80% of Kansas City area Fiat drivers being female. The Fiat brand seems to have roughly the same owner demographic as the VW Beetle, at least around here.
In the Richmond area, if there’s a male behind the wheel, it’s either a Sport or an Abarth. Lounge or 1957 Edition, definitely female. I’ve yet to see a male behind the wheel of either of the latter two.
May I propose a revival of TTAC’s infamously inane and inaccurate Volt Watch from years past? Except call it Fiat Watch and actually be right this time? This brand is doomed in the US. They could come up with a Stormy Daniels edition of the 500x and still disappear tomorrow.
You may have just indirectly given me an idea on how to triple Fiat’s USA sales…
They need to come out with a 500 MAGA edition. Available in Rosso, Bianco, or Laser Blu. Special badging would be similar to the current Abarth badge, but instead would boldly feature “MAGA” where “Abarth” currently is, and a stylized tangerine in place of the scorpion. Red/white/blue emblem background. All current chrome trim would be replaced with gold for the MAGA edition.
Additionally, the MAGA 500s would come sans catalytic converters, seat belts, and airbags, and a special framed waiver from the EPA and NHTSA. Freedom!
Buyers would get a year of free spray tanning treatments courtesy of FCA.
+1. Yes, ALL of those horrid “nanny-state”, “big gubmint” newfangled regga-layshuns whut tain’t Common Saints! (like head – and brakelights, windshield wipers, etc.). Roof should be pink flesh-toned, with a few orange streaks glued across it – arcing up over the top from the door handles.
That 40% stat seems somewhat enthusiastic.
And as for chest hair, I’m thinking that male 500X buyers are more likely to have fake eyebrows.
The spice is on point today.
I don’t yet own a 500X, but I would be one of those mythical 40% due to my passing interest in the vehicle.
The problem with the 500X is that nobody should pay more than 80% of MSRP – preferably less. Another problem is Fiat’s US viability, and the fact that the 500X only sells about 500 copies a month.
If they wanted men to buy this – hell, if they wanted ANYONE to buy this – they should have given it a decent amount of power, and they should have done it from day one.
An Abarth edition would have plenty of appeal to guys (including this guy) who aren’t bro-dozer intenders. Make it a Mini competitor, just cheaper.
All of this is academic, though – it’s most likely way too late for this brand. Shame.
Costs more to make a better product than to spend money on marketing BS. Hence the “smart” phone for dumb people.
True, but I didn’t see them spending much on marketing BS either. I mean, have you ever seen a Fiat ad since that “viagra” Super Bowl spot a few years back?
I have no idea what they were trying to accomplish, which puts me in the same boat as Fiat itself, which obviously had no idea either.
The shame of it is that if they’d done this right, it’d could’ve been a winner. If the cars had been sufficiently fun to drive, then people would have overlooked the quality issues.
At a minimum, FCA could have done real bad things to Mini, which richly deserves to be treated like a farm animal.
Lipstick, meet pig.
Given the color choices it appears their market is very specific males… those that are color blind.
Adventure Edition…
For Pete’s sake, this crap-mobile would get high centered on most school zone speed bumps. I’ll never understand how any of their trash (minus the rebadged Miata with a junk powertrain) sells in the United States. Women or Men!
I think the “Adventure” here applies to owning any Fiat – keeping it running.
The Fiat 500 is a guy car…in a man bun, skinny jeans, trimmed beard, triple mocha latte w/sprinkles, pajamas w/feet, tragic hipster type of way.
It’s always amusing to see a dozen comments slagging a brand, followed by an ad for that brand.
It must be exhausting to be so insecure about one’s gender that one has to pick their car based on a fear that someone will think they’re not [XY] enough.
I’ve got a great big burly hairy-chested square-jawed manly F150 and a compact and perfectly-formed Fiat 500. The F150 gets 13MPG, has zero lockable storage space, and handles like pickled crap. The 500 gets 40 MPG, is big enough for three people to go camping, and handles like pretty much every small Fiat ever (i.e. particularly well for a small economy car, which is why Enzo Ferrari preferred to drive small Fiats instead of his own company’s rolling codpieces). I’ve owned dozens of cars, of all varieties, and the 500 is near the top of my favorites list.
In the DC area, Fiats are everywhere, driven by pretty much an even split of genders. Fantastic little cars, and the leagues of blowhard mancar fanboys have yet to give me a single decent counterargument to why I should not be grinning my face off while zipping through city traffic, carving up curvy roads, and carting my camping gear out to the mountains on the cutest li’l roof rack ever.
Well said! Agreed.
My fellow TTAC’er, I drive a Subaru and plan on buying a four door Mini (not sure which model yet) as my second car. My point being, if I were insecure neither of these brands would be on my list. I’m for variety and could care less if my Subie raises “questions”. I like what I like and admire many brands although I buy from only a select few.
Here is my Fait beef: (I’ll spare the U.S. Federal Gov’t giving an American Car Company to another country speech – although it does play a huge part in my dislike for FCA).
Traveling to my hometown via airplane, final destination – Pittsburgh PA. I walk up to the rental car teller to find my reservation of a “Ford Fusion or similar size” was not available. Things happen, oh well. The older gentlemen behind the countrer was friendly and apologetic. He offers me an upgrade, I could pick a Tahoe or Town and Country. I asked if they had anything else. “A Fiat” – he sheepishly says. “Sure, I’ll try the Fiat”, I said. He hands me the keys and off I go.
A Black 500L was waiting on me. It’s not my exterior taste but hey, it wasn’t offensive. I get inside to find a very nice interoir that appeared to have excellent fit and finish. I turned it on and was pleased to see just over 3k miles on the odometer. I cranked the A/C set the mirrors and got on the road. Twenty minutes of travel and I discover that the A/C has to be on a least the middle fan speed setting to keep the cabin comfortable.
It was disheartening to feel how sloppily the vehicle handled, given it’s size. I’m on the taller side and felt cramped in the legroom department too. I had a two hour drive to my folks house from the airport. In that time, I had enough of the uncomfortable seats. This is how I formed my opinion.
Unfortunately, you got the one Fiat model that lives up to all the dim-bulb complaining and trolling.
Hell, I loved mine. Only reason I sold it is that the bikes took precedence no matter how nice the day.
Thank you for comparing your 1980-1990s F150 to your 2010s Fiat, that is a very fair comparison.