The new Fiat 500e was slated for its launch in early March at the canceled Geneva International Motor Show. Fiat chief Olivier François stars in a 16-minute virtual press conference for the new 500, which is exclusively electric. What unfolds in those few minutes is a jaw-dropping display of greenwashing, complete with a natural pebble key fob.

Melodic EV pedestrian acoustics, Leo DiCaprio name-drops, a paint job that supposedly cleans the air, and claims of an eco-revolution. François introduces the film version of the unveiling from the streets of Milan, eerily shot days before the pandemic hit hard muse by Clio website, in celebrates creativity advertising, explains the use of three iconic Italian fashion houses in the 500e marketing campaign.

Fiat CEO, who is also Fiat-Chrysler’s chief marketing officer, conjures up the 1957 birth of the original 500 minicar as a “social revolution” following devastation of war he claims a new, third-generation Fiat 500 plays a similar role today.

The Fiat 500 Electric Review: 

The Fiat 500 Electric

The 500e’s original mini-car ancestors managed 120 miles per gallon; the Fiat 500e will arrive with a range of 100 miles on a full charge with a fast charger. Its rooftop solar panel will add 10 miles per charge and driving range from 100 to 200 miles, Fiat claims.

This Is How We’re Promoting E-Vehicles

François breaks into song with a backing of heavy metal guitars and drum beats as he gestures at the Fiat 500e to illustrate his point that the 500e is the wave of the future. He goes on to sing of the 500e as a self-driving vehicle that can follow your movements, which is a thinly-veiled swipe at Tesla’s Autopilot.

Unveiling the New Fiat 500e

Following the global warming routine, he’s familiar with, Francois explains the uniqueness of the Fiat 500e: the electric model’s 38-mile range combined with the 124-mile all-electric range of the 1.4-liter Fiat 500c.

Without proper brakes or a gearbox to experience what he’s describing, Francois finally shows off the electric car, filmed and edited into scenes that evoke coolness, Italian history, optimism and the success of Italian innovations in transportation, specifically the bicycle.

The Fiat 500 Electric Review: 

To hear François, talk about the Fiat 500e is to discover why I’m worried about the future.

What's Really Happening?

Truth is, in March 2016, almost no mainstream media reported on the Geneva International Motor Show nor covered the 500e announcement, which was passed off as news by international and American news agencies, including the L.A. Times, Reuters and the Associated Press.

As far back as March 2015, Toyota hinted it was getting out of the hybrid car market with the release of its then new Prius Prime.

As far back as March 2015, Toyota hinted it was getting out of the hybrid car market with the release of its then new Prius Prime. The Prius Prime is the only hybrid car Toyota makes in the U.S. and features a hydrogen fuel cell, which uses a small amount of gas, according to auto magazine, Motor Trend, which rated it #2 on its list of cars that matters for 2017.

The Fiat 500 Electric Review: 
The Future of the Green Movement

An interesting reality, however, is that Fiat has quietly sold over 800,000 Fiat 500s, since 1979, without touting an electric or hybrid version of the 500. The differences in the 2002 electric model could easily be mistaken for a throwback model. It comes equipped with a 6-speed manual, not an automatic. The recharge time for the 500e is 3 hours from a normal household outlet.

Following the release of the film, the Fiat 500 was also listed on Amazon, and consumers purchased one in the span of less than a day, according to JettaTMI. Amazon offers electric car shoppers an opportunity to select a new or used car and receive a $250 Amazon gift card if the order is fulfilled by April 16.

Conclusion

The introduction of the 500e might be the most delusional greenwashing campaign in the car-buying world. Under the E.U.’s stringent emissions laws, cars of all classes, be they electric or gas-powered, must comply with targets to reduce greenhouse gas emissions by 30% by 2015. By the most arbitrary of car-buying metrics, the 500e will achieve 2.5 million km (1.4M miles) of range a year by the EPA’s 5,000-mile estimate.

This is exactly one mile more than the company claims its 150-horsepower electric powertrain can achieve over the course of a year. All other factors being equal, that minicar would be cheaper than a gasoline version – and that is saying something given that the 500e goes for $21,290, compared to $19,995 for a 500e gasoline-powered hatchback.