The new FIAT 500 keeps alive the Scorpion spirit of Karl Abarth. Born in Austria in 1908, Abarth injected his fiery winning philosophy into every car he touched. His customized modifications forever changed automobile performance after FIAT introduced the 500 in 1959. He turned the youthful, sporty car into the “small but wicked” champion — of the race track and for the people. Today, the FIAT 500 Abarth runs on Karl’s legacy and passion.
In its pursoot to tell the story of their brand, Fiat has released this history lesson. Fiat promotes its new Fiat 500 Abarth model car in this video by informing its customers on the rich history of its brand and the one of its co-founder Karl Abarth in the 20th century. This video was entitled “The Legend of Karl Abarth”.
Fiat has penetrated the North American market place in a sly way in only the last couple of months. This video shows North Americans how rich the “new” brand’s history is. This is a nice branding effort!