Italy's Fiat unveiled a new version of the Cinquecento at a big, televised event in its hometown on Wednesday, marking the return of the tiny, iconic car after being out of production for 32 years.
Slightly bigger than the original, it is part of Fiat's aim to emulate Apple by being nimble in its
execution and by making cars as stylish as the U.S. company's computers and electronic gadgets.
"I want Fiat to become the Apple of cars," Chief Executive Sergio Marchionne told La Stampa daily in an interview published early in the day.
"And the Cinquecento will be our iPod," he added, referring to the hugely successful portable music player.
Faithful to the spirit of the original, the new Cinquecento will sell as a mass-market -- rather than a premium -- car.
Italian newspapers say it will be priced at about 10,000 euros ($13,600).
Better than Normal
Speaking after the event where U.S. singer Lauryn Hill performed, Marchionne told Reuters he expected to get a profit margin that was "better than normal" from the sale of the car.