To raise awareness about breast cancer, and hopefully $250,000 in the process for research, Chrysler is releasing a special edition of the Fiat 500 called the “Pink Ribbon” edition. Priced from $22,500, including $500 for destination and handling, the Fiat 500 “Pink Ribbon” edition comes with the top-range Lounge package, leather seats, and premium white or silver paint in addition to a pink stripe running along either side of the car.
Altogether, the special edition costs $500 more than a similarly-equipped Fiat 500 Lounge. But unlike the standard-fare Fiat 500, with each of the 250 “Pink Ribbon” editions sold, Chrysler will contribute $1000 to the Breast Cancer Research Foundation. And even if the Fiat finds no takers, the automaker is obligated to donate a minimum of $50,000 to the Breast Cancer Research Foundation anyway.
While it seems like everyone’s new marketing gimmick is to badge some item for a cancer research foundation, Chrysler’s individual contribution outside of what it makes on each car does speak volumes about its dedication to helping a good cause. While we’d be more inclined to skip the pink paint and badges, it seems like a noble promotion. What would be better, though, is if Chrysler set up an account through its 2400-strong nationwide dealership network for people to donate toward cancer research without having to drive such an indiscreet vehicle.