Fiat 500 flaunts man card with limited GQ edition
Ever since Jennifer Lopez appeared in Fiat 500 ads, the company has been working overtime to prove that the diminutive two-door’s not the biggest chick car since the Volkswagen Eos. And while steamy Abarth commercials with supermodel Catrinel Menghia brought some redemption, Fiat's increasing the macho with a new GQ edition, announced at Concorso Italiano in Monterey, Calif.
Given the success of the limited Gucci edition, it makes sense to create a branded version catering to men — but whereas Gucci is a premium fashion brand, which, like Fiat, hails from Italy, GQ is an American men’s magazine. And unlike G-branded sunglasses or handbags, reading a GQ magazine isn't something to brag about at cocktail parties.