Three brochures for the X1/9 illustrate Fiat’s differing marketing approaches.
Editor’s note: This piece was first published on Driven to Write on march 1st, 2017.
Despite having an instantly recognisable house style, FIAT Auto’s 1970s brochures were often rather stark looking affairs. Studio shots, no background and just the facts. For an economy hatchback or suchlike, there was an element amount of logic to this approach, but for what many dubbed a Ferrari in miniature, it risked underselling what was at the time a unique proposition.
Conceived to replace the popular Fiat 850 Sport 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, ensuring that his business would Continue reading “Midship Triptych”
The Autumn leaves were still carpeting the streets as the motor show stands were being dismantled at the Torino Esposizioni. November 1968 found Nuccio Bertone a worried man. Having grown his business substantially, not simply as a design consultancy but also as a contract manufacturer, Gruppo Bertone, like all satellites orbiting amid Italy’s car industry during this fecund period, was heavily reliant upon the patronage of the domestic OEM manufacturers, and in particular, the Jovian mass of FIAT SpA.
The source of Nuccio’s concern was the advent of Turin carmaker’s new for 1969 128 model. This technically advanced front-wheel drive saloon, enthusiastically received by press and buying public alike, would become a core model line, and spearhead FIAT Auto’s efforts to Continue reading “Small Wonder”
Landmark design, vanity project, or just simply a pretty face?
There was no sensible rationale for the Fiat 130 Coupé. The market didn’t ask for it. Fiat Auto’s bottom line would not be strengthened by its presence. There was no gaping hole in the product line-up that it would fill. So why did it come to exist? Why did the normally market-savvy Mirafiori behemoth go to the trouble and expense of creating a Fiat like no other – was it simply because they could?
The 1967 Fiat Dino Coupé amounted to a good deal more than the sum of its parts.
By the latter stages of the 1960’s, Fiat management realised the necessity of providing more than just basic transportation for the Italian market. With living standards on the rise, the demand for more upmarket cars grew – at least within the bounds of what Italy’s stringent taxation regime would allow.
With Dante Giacosa’s engineers at work on a series of new models to cover the compact to mid-classes – (124 and 125-series’) in addition to a new flagship to replace the dated 2300-series, Fiat’s offerings to Italy’s middle classes reflected this push upmarket, even if the egalitarian Giacosa didn’t necessarily Continue reading “Fiat al Fredo”
On the subject of tail lamp units, an cursory glance might suggest to the uninitiated that the Maserati Kyalami sported a pair of these – not exactly the wildest assumption given their superficial similarity to those fitted to the SM. Both Citroën and 130 are from very much the same era, so one can safely assume their respective designers were thinking along broadly similar lines. But regardless of whether or not these were also borrowed for use elsewhere, they definitely set a template for the 1970s, as did the 130 Coupe itself. Continue reading “Zoom Lens”