When I first came across this I thought 'Wow, Fiat's taken a while to get in the game with a Diesel Fiat 500, the oil-burning version of one of the world's most desirable small cars. This, however, is not a diesel Fiat 500, its a Fiat 500 which has had some DIESEL (the fashion brand) magic sprinkled on it. The coolest car in Italy, where not even the MINI can mount a serious challenge, combined with the hip-culture associated with a brand like Diesel, makes this collaboration a match made in style heaven.

Crucially though, the bean counters and designers have been working together on this one and not made it a Limited Edition car. Fiat plans to produce 10,000 units in two years. The pricing has also been subjected to the branding game which means that the 1.2l version of the car, with a measly 69 BHP will cost about 15,000 euros while the other two versions, a 1.3 Multijet, 75 BHP (diesel) or 1.4 16v 100 BHP petrol versions are up to 17,000 Euros.

This represents a premium of 4,500 on a car which has precious few extras over a standard model.There's special alloy wheels with the Diesel logo emblazoned on the hub, yellow brake calipers, Diesel branded trims along its sides and a raft of other styling tweaks. Nothing substantial but, frankly, even if there were nothing in particular added over the standard car there is no doubt that this model will indeed sell well. There's certainly plenty of hopeless/die hard fashionistas in Italy alone to ensure its success. Look further afield to fashionable cities throughout Europe and you'd be sure to find a few of these parked up next to Ferraris and Lamborghinis in Mayfair. With the ambitious target of producing 10,000 a year, Fiat must be setting its sights on markets beyond the domestic one.

Available in a choice of green, brown or black, the Diesel variant distinguishes itself from its lesser brethren by sporting unique styling cues inside and out. From denim-upholstered seats, Diesel logos on the gear shift and on the exclusive, yellow-backed instrument panel, to pockets designed into the sides of the front seats, you'll not mistake this 500 for any other.