Three brochures for the same car demonstrate Fiat’s differing marketing approaches.
Fiat’s 1970s brochures were often rather stark looking affairs. Studio shots, no background and just the facts. With an economy hatchback like a 127 or suchlike, there was a certain amount of logic in this approach, but for what many dubbed a mini-Ferrari, it risked underselling what was at the time a fairly unique proposition.
Conceived to replace the popular Fiat 850 Spider, the 1972 X1/9 would prove long lived. Claimed figures vary but at least 160,000 were produced over a 17-year lifespan. The story goes that faced with the likelihood of Fiat taking production of the 850 Spider’s replacement in-house, Nuccio Bertone pushed for a mid-engined concept which he felt would ensure his carrozzeria would be the beneficiaries of any planned outsourcing. As it turned out, Bertone received the contract to Continue reading “Midship Triptych”