Fiat 500byDIESEL launches as online-only special edition
Fiat teamed up with fashion brand Diesel to create the 500byDIESEL, a limited-edition city car sold exclusively online in the UK from December 2008.
Fiat introduced the 500byDIESEL special edition to the UK market in December 2008, offering the car exclusively through online sales at fiat.co.uk. The launch marked the first time Fiat sold a model solely via the internet in Britain, with the company positioning the limited-run car as a collaboration between its Turin Style Centre and Italian fashion label Diesel. This partnership aimed to combine the Fiat 500’s retro-inspired city car appeal with distinctive styling cues from the world of fashion.
Introduction to the Fiat 500byDIESEL
Design Collaboration and Unique Features
The 500byDIESEL was based on the Fiat 500 Sport and distinguished itself with a set of cosmetic changes. Buyers could choose from metallic green, black or brown paint, reflecting a palette selected to evoke Diesel’s fashion roots. The car featured 16-inch alloy wheels carrying the Diesel logo, unique side trim with Diesel branding, and special door mirror fairings. Yellow brake callipers were available as an option, but only on the 100bhp 1.4-litre petrol model, adding a sporty touch to the most powerful version.
Inside, Fiat fitted denim-effect upholstery with Diesel-branded details, including a label logo on the instrument panel and gear knob. A small pouch on the side of the front seats echoed the fifth pocket found on Diesel jeans, reinforcing the connection to the fashion label. The car came with Fiat’s Blue&Me hands-free system as standard, making it compatible with the eco:Drive software for tracking driving efficiency. These features aimed to appeal to buyers looking for exclusivity and a sense of style in a compact city car.
Engine Options and Technical Details
Fiat offered the 500byDIESEL with all three engines then available in the 500 range. The 1.2-litre petrol produced 69bhp, the 1.3-litre MultiJet diesel delivered 75bhp and included a diesel particulate filter, and the 1.4-litre 16v petrol made 100bhp. All engines met Euro 5 emissions standards, ensuring compliance with the latest environmental regulations of the time. The starting price was £11,150, placing the special edition above the standard Sport model in the range.
| Engine | Power Output | Key Features |
|---|---|---|
| 1.2-litre petrol | 69bhp | Entry-level, efficient |
| 1.3-litre MultiJet diesel | 75bhp | Diesel particulate filter |
| 1.4-litre 16v petrol | 100bhp | Optional yellow brake callipers |
Online-Only Sales and Market Impact
Fiat’s decision to sell the 500byDIESEL exclusively online reflected a growing interest in digital retail channels within the automotive industry. The company described the move as a step into e-commerce, aligning with changing consumer habits and a younger, tech-savvy audience. For the 500byDIESEL, buyers could configure and order their cars through the dedicated website, bypassing traditional dealerships for this edition. This approach aimed to create a sense of exclusivity and convenience, as customers completed the entire purchase process online.
The 500byDIESEL was among the first special editions in the UK to be offered solely via online sales, anticipating later digital retail trends that would become more common in the following decade. By collaborating with Diesel, Fiat targeted a style-conscious demographic, and the online-only sales strategy was intended to reinforce the car’s modern and forward-thinking image. The move also allowed Fiat to test new methods of reaching customers, potentially influencing future marketing and sales strategies for limited-run models.
Legacy and Influence
While the 500byDIESEL was a limited edition, its launch demonstrated Fiat’s willingness to experiment with both design partnerships and innovative sales channels. The model’s unique blend of fashion-inspired detailing and digital-first retail approach set it apart from other city cars on the market at the time. The collaboration with Diesel helped reinforce the Fiat 500’s image as a trendy, urban vehicle, and the online-only sales platform paved the way for future experiments in automotive e-commerce.
The 500byDIESEL remains a notable example of how car manufacturers can partner with lifestyle brands to create distinctive products and reach new audiences. Its legacy is seen in subsequent special editions and continued efforts by automakers to explore alternative sales methods, particularly as online retail has become more prominent in the industry.
