Fiat’ s new 500C by Gucci model is hitting both Europe and the US even before its on markets for sale. The coming New York’s Fashion Week will feature the red-and-green-stripped car, while the model will be available in limited quantities late 2011. In Europe Fiat has launched an all-European tour on August 19 and will be travelling through big cities till the end of October.

Photo: Fiat

According to Fiat, 5-by-5 meter crystal cube with shiny black lacquered bottom and top with a cabriolet inside will be set up for each stage of the tour. At night, the installation will light up adding even more luxury and elegance to the car look. To attract more visitors the stage will showcase the ‘500 by Gucci’ collection, which comprises travel accessories, small leather goods, track suits, bomber jackets, driving gloves, eyewear and a watch.

The new convertible version will be available in two colors: white with matte chrome-plated elements and glossy black with shiny chrome-plated accents. For both, the electric soft top is black with the characteristic green-red-green Gucci web pattern.

The special editions of the FIAT 500 and 500 Cabrio have been customized by Gucci Creative Director Frida Giannini in partnership with FIAT Centro Stile. According to Fiat, there are already 3000 pre-orders logged on the www.500bygucci.com website and requests from all over the world.

However the ‘iconic’ status of the new model is yet to be proven in the USA. The brand’s first TV campaign for the new Fiat 500 in the U.S. market declare the car a new cultural ‘icon’ before the brand and its network of Chrysler dealers have sold any more than a few thousand of the 500cs, says Brandchannel.

Fiat’s new 500 is meant to invoke the heritage of the original 500 model that was successfully sold in the United States a half-century ago. The ‘Drive In’ TV commercial is based on the idea of American heritage. But now the car has to compete with a handful of models that beat Fiat to today’s small but growing mini-car market in America, including Mini Cooper, Kia Soul and Nissan Cube, as well as Smart.

So the bold step—to tell everybody that new Fiat a cultural phenomenon before consumers have a chance to prove or disprove the statement. The time will show what happens with new Fiat 500 on American market.