Gucci car to target 'show off' girls

The car is targeting "female show offs" between the ages of 30 and 40, and could prove a hit with upwardly mobile girls this summer.

Fiat is selling the car to mark the 90th anniversary of Gucci and the 150th anniversary of the unification of Italy, the home country of Fiat and Gucci. It was unveiled at a glitzy event in London this week.

The Fiat 500byGucci launched on February 23 across Europe. It is now being rolled out in the UK.

In the UK, customers can purchase it online, at the Fiat website, and, at a later date, at selective car dealerships.

It is available in models including a 1.2 litre-engine version, priced at £14,565 and a TwinAir variant priced at £15,765.

It has been custom-designed by Gucci creative director Frida Giannini. It will be sold in black or white paint schemes.

It also has two-toned leather seats and the exterior of the car features the Gucci logo.

The tie-up marks the first time that Fiat and Gucci have collaborated on a product.

It is unclear what marketing support the brands will accord it.

This article was first published on marketingmagazine.co.uk