From county fairgrounds to primetime television, car auctions have grown by leaps and bounds in popularity and as a way of purchasing rare and unique cars. However, the palpable feeling of auctions could perhaps be soon to join newspapers and magazines as just another victim of the internet.
When traditionally a VIN No. 1 car would find its way to a major auction and go for some insane price, Fiat brought their VIN No. 1 124 Spider Prima Edizione Lusso Special to Gilt.com. Gilt is known for offering, “its members special access to the most inspiring lifestyle merchandise and experiences,” and this is no exception as only 124 of these vehicles will be made. The success of the sale in under 24 hours could prove lucrative to other automakers as a way of attracting brand awareness beyond “gear heads” and winning over lucrative consumers who frequent fashion and lifestyle sites such as, Gilt.com. The final purchase price was $31,500.
About the Fiat 124 Spider Prima Edizione Lusso (via Fiat)
To celebrate the return of the classic nameplate, the first 124 vehicles were offered as a limited-edition Prima Edizione Lusso. Each is individually numbered with a commemorative badge and available in exclusive Azzurro Italia (Blue) exterior paint with premium leather seats in Saddle. Consumers who purchase a Prima Edizione also receive limited-edition items, including a premium leather bag, journal with pen, and a poster showcasing original design illustration with vehicle dimensions.