Saturday, June 26, 2010

Fiat Punto Evo Multiair GP 1.4

fiat punto evo

Fiat Punto Evo: redefining the limits of style… Really? Photograph: Simon Stuart-Miller

Fiat Punto Evo Multiair GP 1.4

Price £14,085

Top speed 115mph

Acceleration 0-62mph in 10.8 seconds

Average consumption 49.6mpg

CO2 emissions 134g/km

Eco rating 7/10

Bound for sixth gear

In a word Spirited

Have you ever asked yourself what "spirito di punto" actually means? Not its literal meaning, of course, which is obvious to even the most English of linguists, but its "brand" meaning, if you like. The Fiat Punto ads that first featured the phrase toyed with preconceptions about the different driving habits and interests of males and females, but surely no one outside a media studies course would argue that the marketing line was intended as a postmodern critique of consumer sexism.

It might be said that the words evoke a sense of liberation, but then it's hard to think of a more constricting idea than the "spirit of point". The point is it's pointless, although very effectively pointless. They sound good, the words, yet they are best left unexamined.

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