[Holbrook and Schindler 1991]
They rely on historical nostalgia to appeal 18-30 customers and secondly on personal nostalgia in order to attract baby boomers.
The Fiat 500 is a car produced between 1957 and 1975. Launched in July 1957 it was marketed as a cheap and practical town car.
Despite its diminutive size, the 500 proved to be an enormously popular vehicle throughout Europe due to the exceptional economic growth during the 60s.
In 2007 Fiat launched a similar styled, longer and heavier front wheel drive car, the Fiat Nuova 500.
Marketers took up an kind of "celebrity endorsement" based on mythical fictional characters of the old 500 period.
Arsène Lupin III is the fictional World's number 1 thief created by Monkey Punch in 1967. He often drives a 1957 yellow 500.
|Lupin III - The Castle of Cagliostro, animated film, Japan 1977|
|Sting as "Ace Face" on a Vespa GS |
in the 1973 cult motion picture "Quadrophenia"
> Stern, B.B. (1992) Nostalgia in Advertising Text: Romancing the Past. Advances in Consumer Research. 19, pp.388-89.
> Baker, S. M., and Kennedy, P. F. (1994) Death by Nostalgia: A Diagnosis of Context-specific Cases. Advances in Consumer Research. 21, pp. 169-174.
> Holbrook, M.B. and R.M. Schindler (1991) Echoes of the Dear Departed Past: Some Work in Progress on Nostalgia. Journal of Consumer Research. 18, pp. 330-333.
>The Telegraph: The Eternal Vespa
> Fiat.co.uk: Fiat 500 Breaks Into UK Top 10 Sales Figures