Hip hop party used to launch cute, but not exactly bling-bling, object of driving desire

PUBLISHED : Monday, 04 August, 2008, 12:00am
UPDATED : Monday, 04 August, 2008, 12:00am

In the pantheon of Italian motors, the Fiat 500 doesn't exactly rank among Ferraris and Lamborghinis, but its makers are banking on a cute makeover. The vehicle, recently named European Car of the Year, was launched in the city on Friday night with - of all things - a hip hop party at its Kowloon Bay dealer's showroom. The compact drive that used to resemble a Beetle now looks like a Mini - and it seems to be after the same young, hip demographic. Perhaps that's why a rap crew, 24 Herbs, was booked and actress Wong Tung-tung (aka DJ Miss Yellow) was invited to spin some tunes.

Still, a car lot is not exactly the coolest of venues and the boxy Fiat doesn't inspire many bling-bling fantasies. It didn't help the event's flow when the suits dragged away half the media mid rap performance to take their obligatory photos with the new car. Some guests didn't know whether to follow along or finish the set.

We don't begrudge 24 Herbs getting paid, but it is a slightly goofy association - not to mention a credibility killer - for a hip hop group. Let's face it, a Fiat is no Cadillac Escalade.

We also had to giggle when they worked the brand into a song chorus - 'One for the money/two for the show/three for Fiat/and four, let's go!' - we believe the technical term for that is crazy.



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