One of the newest cars from the Fiat/Chrysler partnership is getting attention from an unconventional ad strategy. In order to reach out to the common American, ads for the new Fiat 500 feature one of the country’s most adored paragons of femininity, success and celebrity. That’s right: it’s J-Lo herself. Though she may assure her fans that she’s still “Jenny from the block,” company executives are betting on the star appeal of the actress/singer to generate more sales for a product that definitely relies on style and appeals to a younger, less traditional set of drivers.

The particulars of Fiat/Chryslers “My World” campaign involve the Jennifer Lopez narrative, by which the car maker is hoping to equate its products with ideas about diversity, achievement and the realities of the new America, particularly twenty-first century New York City and its environs. Essentially, the car maker is hoping to show that the Fiat 500 is, in some fundamental ways, made for city driving. Its smaller footprint makes it more practical for urban parking and other very real aspects of being a driver in any of the five boroughs.

In addition to being an urban friendly car, the new 2012 Fiat 500 offers drivers a lot more in terms of style and convenience. Its canvas roof and frame design are made for a quiet, comfortable, smooth ride. Add a whole lot of safety features, a fuel-efficient 1.4 liter engine block, and modern conveniences like navigation and hands-free voice commands, and you’ll start to see why this smaller car might really appeal to a new generation. It’s likely that by adding some of the J. Lo fan base into the mix, and by demonstrating the Fiat 500 urban appeal, the resurgent Fiat/Chrysler company will boost sales for this innovative car.
Even with the best promotion, to really sell a vehicle well these days, car companies need to offer concessions to buyers who are operating from a position of fixed income and generally lesser wealth. It’s no secret that today’s drivers often have a lot less money to throw at a car purchase than they did before 2008, and that means that the best car campaigns will include some of the biggest incentives and best financing deals to allow more folks to afford what these modern firms are selling. Fiat offers a standard four year, 50,000 mile bumper to bumper warranty, along with roadside assistance and a maintenance program. Look for complementary incentives and low financing rates from factory direct deals or third-party lenders to get the best bargain on one of these investments, whether it’s for urban driving, commuting or any other personal transportation.