Fiat Announces First EV to California

As every brand marketer knows, sex sells. And, if you're Fiat, you're suddenly aware that orange does, too.

The Italian brand has been mounting an uphill battle for mainstream awareness, brand recognition and sales in the United States since its little cars returned to American shores a couple of years ago under the aegis of Fiat's ownership of Chrysler and the keen sense of CEO Sergio Marchionne that the timing might be right for Fiat's reappearance in the US market.

Sex appeal has been a staple of Fiat's marketing, and it's no surprise that the brand is turning to it again in new campaigns for its Fiat 500 Abarth version and the new Fiat 500e all-electric vehicle that will be sold first only in California. From its "Seduction" ad a couple of years ago to the one it debuted early last year featuring a supermodel, her bikini top, a scorpion, and—oh, yes—the black-and-red Abarth, Fiat has been playing this card consistently.

Fiat just ran an ad in ESPN the Magazine's "The Body Issue" for the 500 Abarth Cabrio that employed the talent of graphic artists to fuse the shapes of human bodies, puzzle-like, into the shape of the car.

The ad has been so well-received that the brand may stick with the body-art theme. "We love the concept of the 'Body Paint' ad, and we're exploring other opportunities to give the ad life, so to speak, whether in print and/or online," Jason Stoicevich, head of the Fiat brand in North America, told Marketing Daily.
To introduce the EV to California, among other things, Fiat already ran an online video, "Sexy People," featuring a song by rapper Pitbull, singer Arriana, and bad boy actor Charlie Sheen, who had made a largely forgettable appearance in an earlier ad for the Fiat 500.

The aim of Fiat's overall "Environmentally Sexy" campaign to support the 500e launch in California "was basically to create a hand-raiser [web] site about the vehicle and some pre-qualification offers," Boris Stojanovic, creative director at digital agency SapientNitro, told the publication.
Meanwhile, Fiat is finding that, when it comes to orders for the 500e, the most popular of its four colors is Electric Orange. "We stand out," Stoicevich told USA Today. Not to be outdone, Fiat of Brazil has introduced a Bravo car that bears decals that mimic claw marks from the hero of the new movie The Wolverine.

Fiat is pulling out all the marketing stops these days. That's the price of admission in the hypercompetitive global auto business.

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The impressive 2014 Kia Cadenza

Kia's got big plans for the future.

They are more known for their more youth-oriented smaller vehicles and silly commercials, but the Korean automaker is thinking high-end looking forward.

Enter the 2014 Kia Cadenza.

It's not quite a luxury vehicle (It's more of a full-size sedan along the lines of corporate cousin Hyundai's Azera model), but is a step up from the impressive Kia Optima. It's basically the first glimpse of Kia's journey toward more upscale offerings in the future, and it's not a bad start.

Here's a full report of my experience with the vehicle.

LOOKS

I was pleasantly surprised when I saw the Kia Cadenza for the first time. Chrome detailing help create a classy look on the outside, and it was very roomy on the inside. (It's a little longer than the Optima.)
The standard leather (in black or white) in the vehicle is high-quality, and the spaciousness even extended to the trunk area. The vehicle features 19-inch alloy wheels that were very attractive.

Wood grain on the interior helps boost the upscale reputation of the Cadenza.

ENGINE, DRIVE QUALITY

My experience driving the 2014 Kia Cadenza was very well enjoyed.

It provided an extremely quiet and smooth ride, even when I was driving on the windy back roads of mid-Michigan.

The 3.3-liter direct-injected V6 engine is no joke and will produce 293 horsepower and 255 pound-feet of torque. Keep an eye

on that speedometer, because it's so smooth when you're going fast you may find yourself speeding without even knowing it.

An automatic transmission is standard on the 2014 Kia Cadenza.

SAFETY

There's a full complement of safety features on the 2014 Kia Cadenza. You get the usual assortment of airbags; traction control; electronic stability control; vehicle stability management and a lot more. One cool feature was rain-sensing wipers, which as the name may indicate turn on when rain is detected.

TECHNOLOGY

Unlike in the past, when you had to choose one or the other, both the UVO eServices system  and Navigation can be chosen on the Cadenza. The UVO system gives you voice control for phone calls and more, and if you chose Navigation you can control that by voice too.

The UVO system also offers safety, maintenance and infotainment features -- including 911 Connect; enhanced Roadside Assist; Automatic, Manual and Scheduled Diagnostics; vehicle maintenance --many of which are run through the owner's Smartphone equipped with the UVO eServices app. There is no fee for these services.

Both UVO and the navigation system can be controlled by the 8-inch screen in the center console. A backup camera can also be viewd on this screen, for safety when pulling out of parking spaces. It's not the best backup camera system I've seen, but it's still solid.

The Cadenza offers standard dual-zone climate control, in case the two sides of the car have different preferences.

You also get the full bevy of music options: AM/FM/CD/MP3/Bluetooth/Satellite and of course bluetooth audio streaming from your phone or other wireless device.

Smart Key (get in the car with the push of a button if your keys are in your pocket) and push-to-start are both standard. And the side mirrors fold in, in case you need to squeeze into a tight spot and need a few more inches.

PACKAGES

The optional tech package offeres the following features:
— Smart cruise control (slows down if car in front slows down -- set how close you want to be)
— Blind spot detection
— Lane Departure warning

All of these are helpful safety features that can save lives. The smart cruise control is great, because it's easy to lose your attention when you're in busy traffic. It will slow you down if you are about to hit the car in front of you, and I'm glad this type of technology is become more common.

The luxury package offers:
— Panoramic roof with power sunshade
— HID headligts with adaptive lighting system
— Power driver's seat cushion extension
— Ventilated drivers seat
— Heated outboard rear seats
— Heated steering wheel
— Supervision Meter Cluster with 7-inch cluster LCD
— Power tilt and telescopic steering column
— Integrated memory system
— Power rear window sunshade

This luxury package is more about the creature comforts. The sunshades are great for keeping the sun out of your little ones' eyes in the back seat.

Technologywise, the 7-inch cluster LCD screen is helpful for monitoring all aspects of the vehicle and can be controlled via buttons on your steering wheel.

PRICE

My test vehicle started out at $35,100 base price, and added $3,000 for a tech package and $3,000 for a luxury package. In the end, the vehicle's price came to $42,900.

BOTTOM LINE

The Kia Cadenza is a strong addition to Kia's lineup and will help get people thinking of them more in the upscale arena. The progress will be gradual of course, and I don't see this particular vehicle being a huge seller right now, but it is a bit of a statement from Kia -- basically that they are on the rise and ready to take on the big boys when it comes to luxury vehicles over the next several years. I'm curious to see if their strategy plays out as planned, but in the meantime those who choose to drive a 2014 Cadenza will find themselves in a comfy, upscale vehicle that does not disappoint.



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