Fiat has made a comeback in the US market with a cheaper variant of its premium small car Fiat 500. The car comes as an alternative to the MINI Cooper and is notably European. It will have a starting price of $15,500. That is nearly $5,000 less than the Mini, says ABC News. The car was unveiled at the 2010 LA Auto Show this week. "I think it will support a culture of buyers who appreciate a highly customizable, personal vehicle, similar to the Mini, at an affordable price point," Michael Sego, the executive vice president of Jeep Chrysler Dodge. The 500 will be available in 14 different colors with a myriad of interior choices, Soave said, so that a buyer can configure the car any way that suits him or her. The car will be available in three versions of varying sportiness and comfort: the Sport, Pop and Lounge. Fiat also named 130 US dealers who will initially sell the car in 39 states. Fiat, which took over management of Chrysler Group last year, gave Chrysler dealers first choice on the franchises but required them to set up separate sales and service areas for a more European boutique feel. The new 500 model first appeared in Europe in 2007, 50 years after the first Fiat 500 debuted. The new car has a distinctly retro look, similar to the Volkswagen Beetle and BMW MINI, but is notably cheaper.