As vehicles are increasingly determined by their digital characteristics, technology companies are looking for closer and closer partnerships with car manufacturers. A new collaboration however, between Google and Fiat is the most extreme we’ve seen so far.
Three new special edition Fiat 500s – the Fiat 500, 500X crossover and 500L MPV – feature a Google livery that ranges from using the tech giant’s corporate colors in the car’s seat upholstery to placing ‘Hey Google’ badges above their front wheel arches. Have this kind of branding within a car isn’t uncommon, but this is the first time we’ve seen a tech company’s logo appear on a car exterior
A press release of the Italian automaker (translated of course by Google) claims the vehicles show “where Google technology meets coolness ” and offer “the perfect blend of iconic design, freshness and coolness (yes, they keep writing in italics coolness for some reason). However, you will have to judge that:
All three vehicles, of course, come with 7-inch touchscreens with Google Assistant built-in, but offer some unique features thanks to integration with Fiat’s Mopar Connect service.
It allows users to remotely monitor and control certain aspects of their car through Google’s digital assistant on their phone or Google Nest Hub. They can check the car’s fuel level, see if it is locked, switch on the emergency lights or even find the nearest Fiat service station. Alerts can also be sent to the owner if the car exceeds a certain speed or leaves a certain geographic area. (Although not all of these features will be available worldwide.)
However, the real flair in this partnership comes from the design changes to the Fiat. We’ve already noticed the Google upholstery and exterior badges, but even the car’s B-pillars match the company’s colors and the tags on the seats feature the Hey Google logo. According to Research on driving, the cars also come with a Google goodie bag, which includes a Google Hub, a branded carry case and a matching key case.
The new Fiat 500s will be available in 10 European countries, including the UK, France, Spain, Germany, Italy, Austria, Switzerland, Belgium, the Netherlands and Poland. According to AutoExpress, UK prices start at £ 16,005 ($ 22,046) for the hatchback and £ 18,655 ($ 25,695) for the convertible.
If you’re craving more information, you can also check out this 20-minute segment of Fiat revealing the cars: