Fiat's flying colours

by ALASTAIR SLOANE

First, the money, the Oxford scholars, the dosh, moolah, readies, loot, lolly and bread. The new Fiat Punto costs between $19,995 and $32,995.

What about the model and colour range? There are seven models, longer, wider and taller than the previous model, and up to 15 exterior colours, mostly bright, breezy and vibrant. The nosy kea will love 'em. The interiors, too, are largely an appealing contrast.

Engine choices? They are all four-cylinder units. The entry-level three-door ELX uses a 1.2-litre eight-valve producing 44kW at 5000 rpm and 102Nm of torque at 2500 rpm.

The five-door ELX and HLX and three-door Sporting use a 1.2-litre 16-valve, which delivers 59kW at 5000 rpm and 114Nm at 4500 rpm.

The HGT, the powerhouse Punto, comes with a 1.8-litre 16-valve powerplant, which produces 96kW at 6300 rpm and 164Nm at 4300 rpm.

Gearboxes? They range from a five-speed and six-speed manual to a seven-speed automatic/manual called Speedgear, which has fancypants performance and economy modes. A six-speed CVT (constantly variable transmission) will be available in July.

Technology? An electric power-steering system called Dualdrive is an industry first, says Fiat. It works via a switch on the dash and provides more assistance when parking and less for better steering feel at speed. Fiat says Dualdrive cuts by half the manoeuvres needed to park in a tight spot. It automatically switches back to highway mode at 70 km/h to aid the forgetful driver. "Show-me-home" headlights can stay on for five minutes after the Punto is parked.

Equipment? Air-conditioning and passenger and driver airbags are standard across the range. The HGT gets side airbags. Anti-lock ABS brakes aren't available on all models. A six-speaker stereo system with 100w sub-woofer is, however. It won't replace ABS but it could stop traffic.

Appeal? Fiat reckons the new Punto has the best of everything in its class - more room, comfort, attitude, protection, style, pizzazz. Hey, it's Italian. Whaddaya expect? The Punto is the first Fiat to sport the carmaker's new logo, designed to celebrate its 100th anniversary last July.

It is a reworking of the circular shield of the 1920s, featuring a band of laurels around a blue field on which the Fiat name stands out in silver.

Fiat says the new badge symbolises the company's roots while pointing to the future and a global market in which it says it will play a leading role.

Now all that's left for distributors Azzurra Motors to do is sell the Punto in a hatchback segment chockablock with good cars like the Toyota Echo, Renault Clio, Peugeot 206, Volkswagen Polo, Citroen Saxo, Rover 200, Honda Logo - and that's just some of them.

Azzurra is basing its advertising around a campaign aimed at what it calls "early adaptors."

These are people, says the company's advertising agency, who recognise and appreciate style, who are confident and comfortable with new technology. Who have an attitude. That's not to say Fiat won't sell a Punto to someone who struggles with a touchtone phone.

The catchphrase is "Punto. Perfect." Two words tucked in the bottom corner of press and billboard advertisements.

Strung across the top of the ads will be lines likeP: "Get your eyes back on the road" - a reference to the Punto's looks.

Another is aimed at attitude and says: "You either have it or you don't." Yet another points at technology and asks: "Is it a seven-speed manual or fully automatic?"

One of the ads for newspaper and magazine readers says: "You can take it with you," which points to the Punto's boot space of 297 litres, the largest in its class, says Fiat.

The direct mail campaign is aimed at two groups: those who have never owned a Fiat and those who have. The potential conquest buyers will be encouraged to test drive the Punto. The Fiat faithful will receive mail that says: "You'll always remember your first time."