After a long absence from the US market, Fiat marketing can start from scratch. For the Europeans the 500 brand had to work very hard initially to shake off the ‘pile of junk’ image which the original vehicle undoubtedly deserved. In the USA, Italian flare and ‘Euro fun’ can be the start and end point.
This is a car which looks like a toy and should be enjoyed as a toy. A ‘boy toy toy’, or perhaps a ‘girl toy toy’.The photo is meant to make ambiguous references to street racing as well as to the cute ‘toy’ thing.