Hertz Italy Takes Garage Italia for a Ride

Hertz Italy is giving tourists a greater taste of la dolce vita. The car rental company has partnered with Garage Italia, a design house that creates custom automobiles, to offer the limited Fiat 500 Icon-e, a sleek updated version of the classic Fiat 500. Colloquially called the “Spiaggina,” which translates to “beach car” in Italian, the ride is one of the most recognized attributes of Italian culture, joining Hertz’s Selezione Italia that already includes the Maserati Ghibli and Abarth 124 Spider. And for this summer only, clients are able to zip around the Amalfi Coast or picturesque piazzas, imbuing the glitz and glam seen in the films directed by Federico Fellini and Luchino Visconti.

“Selezione Italia is much more than a rental offer, it’s a philosophy; it’s the way we honor the relationship with our guests,” says Massimiliano Archiapatti, general manager of Hertz Italy. “In Italy, we are proud of our traditions, of our distinctive culture that embodies authentic design, fashion, food, art, but most of all, hospitality—all embedded in Selezione Italia.”

It is clear that the Fiat 500 Icon-e is a cut above the rest. The convertible features an electric, retro-fitted motor, sleek bodywork, and hand-woven seats made of natural rope. It also comes in a range of vibrant colors that call to mind the Swinging ’60s. There’s also an option that is cast in il Tricolore.

“For Garage Italia, it is a great opportunity to be able to launch, together with Hertz, a new business line linked to the Icon-e project,” says Enrico Vitali, CEO of Garage Italia. “In a perfect blend of tradition and modernity, aesthetic research and production craftsmanship meet technological innovation and electric redevelopment—all in the name of sustainability and style.”