In-car Beats by Dr Dre available for the first time
The new Fiat 500L will be the first car to use Dr. Dre's Beats music system when it goes on sale early next year as the Italian brand looks to increase its stranglehold on the young buyer market.
The new Fiat 500L, which is available to order now, will incorporate Dr. Dre's Beats Hi-Fi system into its equipment list in what is expected to be a sure-fire hit with younger drivers.
Beats headphones are seemingly ubiquitous on UK pavements and public transport despite the hefty £300-plus price tag for the rapper's brand.
Extra publicity gained by handing free headphones out to Olympic athletes and the prevalence on professional footballer's team coaches has pushed the brand to the top of the headphone market in recent months.
Now the Fiat 500L is jumping on the bandwagon by incorporating the system into its Fiat 500L, the bigger, five-door hatchback version of its retro-style Fiat 500 city car.
The system will be available as an option and includes seven speakers, two subwoofers and 368-amp amplifier all designed by Beats.
Fiat has always targeted the younger, fashion-conscious market with the likes of the Fiat 500 by Gucci and Fiat 500 DIESEL notable tie-ins with the designer world.
The Beats system is not the first outlandish addition to the Fiat 500L options list. The car also features a specially-designed coffee-maker option crafted by Italian firm Lavazza.
Alongside the options list, Fiat will also introduce its low-cost TwinAir engine technology to the Fiat 500L. The groundbreaking 0.9-litre, two-cylinder petrol engine will be the smallest and most frugal petrol in the range, cutting running costs drastically for owners.
The Fiat 500L TwinAir will be introduced in spring for UK buyers but standard petrol and diesel versions can be ordered now - complete with Beats by Dr. Dre audio system.
Written by Stephen Hurrell