The 500L is going head to head with the mini clubman, both cars are supposed to be school run mobiles not big family cars and not aimed at 18 year olds, manufactures know that in these situations women hold the reins over how and what the money is spent on, fiat have always closely targets there cars at young single or couples looking for a "life style" of fun flirty, coffee shops and nipping around town
this new car takes a look at the life style the customer is already living and has matched the car to fit (or so is the implication) marketing it's self as the trendy 'designer' option for middle class white families with a couple of children under the age of 5 and with enough disposable income to afford the luxuries like a new car every few years