The cars were collected at the brand's Mirafiori plant.

Fiat and Italian supermarket chain Esselunga have teamed to celebrate the sixtieth anniversary in business of the latter. “Affirming the values of customer-focus and uniqueness that Fiat and Esselunga share,” the two companies handovered a total of 1,495 Fiat 500 cars to their new owners – “a historic feat, certified by the presence of the official Guinness World Record judge,” who approved it for inclusion in the book of records.

Initially, 1,520 cars were planned for delivery but 25 of the winners in a competition held by Esselunga were not able to visit the event, which took place at Fiat’s Mirafiori plant. All the cars were collected in less than two days and the winners came from literally all over Italy: Lazio, Tuscany, Emilia Romagna, Veneto, Liguria, Lombardy, and Piedmont, Fiat says.

Other special Fiat 500s:


They all received the keys for a special version of the 500, developed especially for the competition in association with Fiat Design Center. The Fiat 500 Esselunga is based on the Lounge trim and is powered by a 1.2-liter naturally aspirated gasoline engine with 69 horsepower (51 kilowatts). Riding on 14-inch wheels, it’s finished in Paste White with Ivory interior. The equipment of the car includes seven airbags, climate control, Uconnect 5 infotainment system, AUX-IN and USB ports, steering wheel controls, and LED daytime running lights.

This is not the first case in which Fiat is giving away a free 500. In December last year, the Italian manufacturer joined forces with Paco Rabanne and automotive atelier Garage Italia Customs to develop a one-off 500 (pictured in the gallery below) and give it to a loyal customer of the perfumer. In the past, Fiat has also worked together with fashion and lifestyle brands like Gucci, Diesel, Ron Arad, and GQ.

Source: Fiat and Esselunga

Fiat 500 by Paco Rabanne

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A record-breaking handover: 1,495 Fiat 500 cars were collected in less than two days by the lucky winners of the competition run by Fiat and Italian supermarket chain Esselunga. A historic feat, certified by the presence of the official Guinness World RecordTM judge, who approved it for inclusion in the book of records.

Everyone who took delivery of their Fiat 500 "Esselunga" helped to write the history of this record-breaking partnership. The winners came from more or less all over Italy: Lazio, Tuscany, Emilia Romagna, Veneto, Liguria, Lombardy and Piedmont. The 1,520 Pastel White Fiat 500 cars were a sight to remember when lined up along the test track of the Mirafiori plant, where many of the models that shaped the brand's history were tested. 

The specific model was developed especially for the competition in association with the Fiat Design Centre, with customised personalisation. Based on the Lounge 1.2 69 HP trim level, it features the exclusive "Esselunga" badge on the pillar, the numbered plaque in the interior, chrome mirror cabs and specific "Color Therapy" 14" wheels.

The Fiat 500 that starred in the competition is in Pastel White colour with Ivory interior. The standard outfit is lavish, with seven airbags, climate control, Uconnect 5" Radio LIVE infotainment system, AUX-IN and USB port, steering wheel controls and LED daytime running lights.

This record and Fiat's partnership with Esselunga confirm the unique personality that has been central to the Fiat 500 throughout its history and helped ensure its worldwide success. Esselunga decided to celebrate its sixtieth anniversary in business by selecting an outstanding, truly unique car to reward the loyalty of the customers who continue to choose the products and services offered to them every day, affirming the values of customer-focus and uniqueness that Fiat and Esselunga share.

Of the 1,520 winners, the other 25 who have not yet collected their cars will be able to do so during the next few days.