Fiat is entering the world of online new car sales by only offering its new special edition version 500 city car through its website.

The new 500byDIESEL, which will have a global limited edition run of 10,000 units, is the result of a collaboration between Fiat’s style centre in Turin and fashion label DIESEL.

The 500byDiesel represents Fiat’s first venture into selling vehicles via the web and follows taking online deposits for its Abarth 500.

Fiat’s website allows customers to configure their 500byDIESEL, pay a deposit, order it direct from the factory, track the car’s progress, make the final payment and arrange pick up from a local dealer.

Elena Bernardelli, marketing director, Fiat UK, said: “This new route to market is an exciting and futuristic development for Fiat.”

Fiat has not yet revealed whether this route to market will be expanded to other models throughout the Fiat range.

500byDiesel

Based on a Fiat 500 Sport version, the 500byDIESEL comes in metallic green, black or brown. The exterior features 16-inch alloy wheels with the DIESEL logo, brake callipers painted yellow and DIESEL side trim.

Interior specification includes a special upholstery in denim fabric and label logos on the instrument panel and gear knob.

The 500byDIESEL will be available with all three engines – the 69bhp 1.2, 75bhp 1.3 MultiJet and a 100bhp 1.4 16v engine. Prices start at £11,150.