Fiat Banking On Heritage To Make The 124 Spider A Hit - Is That A Good Thing?

A starting price for all three grades under $30,000 and nostalgia for the original model are seen as key purchase motivators for the new 124 Spider roadster, Fiat executives say.

Based on the same platform as the new Mazda MX-5 Miata, the 124 Spider hits the U.S. market this summer with its Abarth performance grade going on sale in the third quarter.

“The history of this car is something that I think is really an important part of the story,” Bob Broderdorf, director-Fiat brand North America, says here at a media drive for the roadster.

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PUGPROUD - 6/14/2016 8:48:40 PM

-1 Boost

Good when selling to those over 55 years of age who can remember original 124 and of no value to yutes who only care about the here, the now, themselves and not the past.

MDarringer - 6/14/2016 9:05:16 PM

-1 Boost

The 124 has no golden heritage like a Corvette, a Mustang, or a Beetle. It was a FOOTNOTE.

The best example of taking a footnote and making it pseudo-heritage was how BMW orchestrated the "return" of the Mini--a vehicle that never registered a blip on the American psyche--making it seem that a beloved family member was returning.

BMW hit a home run.

The 124 is no home run. There is ZERO marketing behind it.

mini22 - 6/15/2016 12:06:47 AM

+3 Boost

I think it will appeal to older and younger age groups for a very simple reason. Fiat has tailored the car to different demographics. First off the engine characteristics are such that you do not need to rev it so high to get the torque out of it. It is a bit more of a relaxed car then the Miata yet it has less body roll. With the automatic it is more of a cruiser. So it has the capability of attracting young women who cannot quite stretch to a BMW or Mercedes roadster. The Abarth version will attract the more hard core driving enthusiast. The Classico may tend to attract the older generation. The Miata doesn't quite have that spread. I think especially in the Lusso with the nice 2 tone leather interior the car will be attractive to chicks. Its more of a touring type convertible. That is what's going to be its appeal. I predict that it will bring up sales if Fiat markets it correctly. It is true that the original did not have this heritage. It appealed to driving enthusiasts that could not quite stretch their budget to an Alfa Spider. It competed of course with MG and Triumph. This new one seems to be a softer car and should have a potentially greater market appeal.