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Pay a $1500 premium on a new car to donate $1000 to cancer research

Pay a $1500 premium on a new car to donate $1000 to cancer research

Yes, really. The Car Connection reports that this special edition “Pink Ribbon” 2012 Fiat 500 has an MSRP of $22,000 USD — compared to the $19,500 “Lounge” model it’s based on.

Car Connection adds, “but built into that price is a $1,000 donation to the Breast Cancer Research Foundation .”

The Fiat site suggests that you “Drive breast cancer awareness forward in iconic Italian style.” Apparently it is stylish to ask consumers to pay a premium for a pinkwashed product, then pocket a third of the proceeds.

Fiat is making 250 units of the Pink Ribbon Edition, for a maximum fundraising goal of $250,000 from the sale of these vehicles. However, if consumers don’t buy into the effort, Fiat has promised a $50,000 minimum donation to BCRF. So there’s that, at least.

Advertiser:
Fiat USA
Source:
Car Connection

I am Creative Director at Acart Communications, a Canadian Social Issues Marketing agency. Read more