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Where’s Charlie? Has Fiat Cut Sheen?

Project for Fiat 124 Spider with controversial actor put in the “drawer.”

by on Nov.20, 2015

Charlie Sheen with actress/model Catrinel Menghia in the Fiat Abarth commercial.

Despite generating plenty of buzz with an earlier commercial for the Italian brand, Fiat has decided to put in the “drawer” a commercial it was putting together for the new Fiat 124 Spider that featured legendary Hollywood “bad boy” Charlie Sheen.

The move comes at a time when the controversial actor is back in the news, revealing he is HIV positive. That, in turn, has prompted some former partners to threaten to bring lawsuits against Sheen for allegedly failing to advise them of his health problems.

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A still-incomplete video featuring Sheen driving wildly in the new roadster was played for several dozen reporters during a sneak preview of the new Fiat 124 Spider at parent Fiat Chrysler’s headquarters in Auburn Hills, Michigan on November 3rd. But it was notably absent from the public unveiling of the 2-seater at the Los Angeles Auto Show this week, prompting speculation there may be a connection to Sheen’s latest troubles.


Can “Bad Boy” Charlie Sheen – and High-Performance Abarth Finally Sell Fiat?

“House Arrest” spot part of racy shift for Italian maker after disastrous debut.

by on Mar.05, 2012

Supermodel Catrinel Menghia poses with a Fiat 500 Abarth during the car's media drive in Las Vegas.

It may be small, but one thing the Fiat 500 has is a lot of attitude – all the more so since the Italian maker introduced the sporty new Abarth edition.  So perhaps it’s no surprise that what the marque’s global brand boss calls the “bad boy of the Fiat line-up” should turn to the bad boy of the entertainment world, Charlie Sheen, to draw some attention.

The spot, which was pulled at the last minute from the Super Bowl, gave Fiat officials some “sleepless nights,” a senior official admits, but after a delayed launch has been generating plenty of buzz from a brand that had barely registered on most consumers’ radar until recently.

Fiat got off to a nearly disastrous debut little more than a year ago, sales for all of 2011 coming in at barely half the initial forecast – leading Fiat to oust its U.S. marketing chief.

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Since then, the maker has ramped up its marketing efforts, first with a series of controversial Jennifer Lopez commercials, following up with supermodel Catrinel Menghia’s racy “Seduction” spot first aired during the Super Bowl.

Now comes Sheen, shown racing the Fiat 500 Abarth inside his mansion during a party – the “tiger blood” actor explaining how much fun he is having while under “house arrest.”


First Drive: Fiat 500 Abarth

Why did we have to wait so long?

by on Mar.05, 2012

The Fiat 500 Abarth delivers subtle visual tweaks -- and a 60% boost in power.

You can’t sell a young man an old man’s car, goes the old automotive marketing adage.  And, the conventional wisdom goes, it’s tough to sell a guy a “secretary’s car.” Now, we’ve got nothing against secretaries, but the term usually applies to products that are more show than go.  And, arguably, that applied to the Fiat 500 hatchback that rolled into U.S. showrooms a year ago.

The Italian automaker is quick to note that it’s already sold over 500,000 of the 3-door microcars outside the U.S., but demand in the States has been sorely lagging behind expectations, and the anemic little 101-horsepower engine is likely one reason why.  But perhaps things are about to change.

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With the help of supermodel Catrinel Menghia and “bad boy” actor Charlie Sheen, Fiat is staging a high-amp launch for the new Fiat 500 Abarth.  With its taut suspension, 160-horsepower engine – and subtle styling tweaks that give it a bit of its own bad-boy look, the Abarth is the machina the Italian automaker should have brought State-side from the start.