In yet another example of an automobile manufacturer leveraging the brand to release a distinctly non-car product (see:
BMW,
Ferrari,
Lamborghini), Fiat has announced that it will begin selling a line of cellphones conspicuously emblazoned with the company's logo. Suggesting that this lineup values fashion over function, no specs are immediately available for any of the individual models, although we do know that all will feature cameras, MP3 playback, Bluetooth, and the usual suite of Internet functions. Crafted out of "cold" aluminum, the handsets were designed to be displayed in engine piston-like cases that are meant to invoke the good times you can only find by tooling around the European countryside in your Fiat Panda Monster. The new models -- which were built to easily pair with the Microsoft-powered Blue&Me in-car Bluetooth system -- will be available in chichi Italian boutiques later this month, with a general European rollout to follow this summer.
[Via
textually and
Autoblog]
posted May 15th 2006 9:47AM
As for me Ferrari, BMW, Lamborghini are real BRANDS, which are fashionable. And Fiat is just a company, which produces cars, like Volvo. Good, safe cars, but not more. Stupid step after all
There are electrical and cooling problems with my X-19 phone!
...and is that OIL??
Everyone wants to be Ferrari. I just wish they had more Ferrari products.
Nice inititative. The mobile phone market is growing in a very rapid pace in the world and still there are 5-10 years of growth. Thus a window of opportunity will remain open for Fiat and if the idea clicks then they can become a serious contender in the mobile phone market too. However, Fiat bosses should think of the Indian and Chinese markets as the main growth is there. China is already the largest market in terms of user base and India is going to surpass USA within 2 years (http://www.southasiabiz.com/2006/05/india_surpassing_usa_as_a_mobi.html).
Well, that was a brave move. Considering their "logo" is basically the word Fiat.