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The most powerful
cars, the wickedest music and the grooviest people: these are the ingredients of
what has become by tradition the most important feast of automotive engineering
in Italy, the Bologna Motor Show.
This kaleidoscope of trends and new products attracts thousands of visitors,
particularly youngsters who find everything on their wish lists. It also creates
a new language: in sport, fashion and design. An ever-changing context where the
feisty Fiat brand plays a leading role, as is demonstrated by the numerous show
cars created and built by the Fiat Style Centre exclusively for the Bologna
Show.
Fiat have set up a truly extraordinary stand at Bologna that is completely
devoted to their well-informed and demanding 18 to 25 year old customers who are
always one step ahead of everyone else.
Fiat has used clear, immediate language to attract their attention. And our
fresh-looking stand reaches out a warm embrace made up of colours, music and
designs. The symbol of this new communication could only be a heart: a strong,
spontaneous sign that is emblazoned on the walls of the stand and also inside
the ice-cubes scattered over the area.
As if to say, winter may have arrived but heat and colour can change your
everyday life and make your dreams come true. Like soaring downhill on a
snowboard, as free as the wind: it is no coincidence that the stand walls are
decorated with some spectacular images of this sport, all produced using the
screen-printing technique made famous by Andy Warhol. And the Multipla Sport on
show in Bologna will be handed over to the Fiat Freestyle Team that consists of
5 athletes who represent Italy (3 snowboard and 2 Ski Freestyle).
The winter theme also returns on the outdoor track where you can spend many
happy hours being entertained by race-related activities. Here the attributes of
the Panda 4x4 can be appreciated as it is negotiates icebergs and different road
surfaces, or the frozen lake created for the occasion. Synthetic ice has also
been used to make the floor of the platform that houses the Panda four wheel
drive. This is located inside the pavilion in the centre of the Fiat area and is
surrounded by more ice cubes containing Fiat Vintage fleeces and bags.
A common strand links the season of cold to the warm and colourful Fiat display
in Bologna: the wish to win young people's hearts with a sense of fun and
friendliness. We know that they want more than just cold technical descriptions
of the cars; they want to experience the thrill of Italian style.
Fiat has created a very different display at the 29th Bologna Motor Show that is
based on the idea that an industrial item can temporarily lose its original
function to become an icon or express an artistic value. The result is a
sophisticated, intriguing stand where colours, graphics and music pervade the
numerous show cars produced by the Fiat Style Centre. These are the indisputable
stars of an area that is not so much a display as an emotional roller coaster.
With the right exterior options and colours, even a standard product can also
offer an absolutely unique and unrepeatable sensory experience.
Their exhibition area is no mere backdrop for our cars, instead it sets out to
create an emotional experience on a par with the feelings aroused by our many
new automotive products. The resulting area is therefore able to involve the
public on different levels and allow visitors to appreciate the entire Fiat
range while also experiencing the emotions that the brand claims as its own.
Fiat's self-declared mission is this: to be an Italian company that produces
well-styled, practical cars that are accessible to all. Cars packed with
creative, clever solutions for a better quality of everyday life. At the Bologna
show, Fiat reveals a new perception of the car that is a knowing, symbolic
reference to utility rather than utility in its own right. It is no coincidence
that the feel of the stand is that of Pop Art. All the graphic tricks and
colours are reminiscent of this artistic movement that grew up in the mid
Fifties.
Against this stunning backdrop, visitors are free to discover the concepts of
contemporary appeal, ingenuity and ease of use that are perennial features of
Fiat products. Though everything has been adjusted to the aesthetic taste and
pleasure that a car design product can deliver. Because Fiat wishes to stay
close to its customers, to gratify their less material desires and the needs
that stray into the sphere of dreams. This imagined warm embrace between an
industrial product and its audience is embodied by the three red hearts near the
word Fiat.
The stand design is based on the letters, colours and graphic imagines of Pop
Art and is centred around five colour theme areas (red, yellow, green, blue and
orange) that steer visitors around an exciting course amidst show cars with
unique specifications and body shades: because a standard product can also
represent a lifestyle or a way of feeling.
In detail, the stand is split into display areas of different shades and
materials. For example, the walls are decorated with graphic designs and games
intended as a homage to Pop Art while the floors are in laminate, carpeting and
innovative materials simulating ice. All the architectural aspects add up to a
magical atmosphere full of light-hearted fun: it is very difficult not to be
drawn in. The Fiat stand is bound to attract the younger visitors who are always
much in evidence at the Bologna show. Fiat has prepared a special lifestyle area
for them where they can meet, listen to music and discover the numerous show
cars in the construction of which Microsoft MSN, Algida and Puma have all
participated as partners.
The Fiat stand also contains an exclusive product for young people designed in
conjunction with the Fiat Auto service companies (Sava and bConnect). Entitled
'Panda 4x4 Plug into the Music!!', it is aimed at young people aged up to 29 who
will be able to take out a loan with Sava (up to 31 January 2005) to buy a Panda
4x4: a 48 month zero interest loan with no deposit required. The loan package
also includes a radio (Blaupunkt with tape player and 4 speakers) and the
possibility of using the exclusive bConnect Music service free of charge for 6
months.
This telephone service offers information and news about the world of music:
concerts, live events, clubs with live music, record news, showbiz gossip and
the addresses of discs, clubs and bars with music. Registered users simply have
to call a freephone number 800.305.305. All this comes in addition to the usual
benefits of a bConnect Voice telephone assistant that provides information on
restaurants, theatres, tourism, chemists, cashpoints etc.
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The Fiat Doblò
Jamaica is a show car version of the most non-conformist member of
the Fiat range with an interior featuring the colours of the
Jamaican flag (yellow, green and black) over the whole body. |
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Fiat will
present a Multipla Sport at the 29th Bologna Motor Show next
week, which externally features Racing Yellow bodywork & a Zender
sports add-on kit. |
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Two Stilo
M.Schumacher cars will be on display: one has already starred at the recent Paris Motor Show while
the other is a new show car called Competizione which stands
out for its red bodywork & white graphic signs. |
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Two brand new two-tone
Pandas will stand on a blue ring at next week's 29th Bologna Motor
Show were they when their are publicly revealed for the first time. |
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The Fiat Idea
Sport attracts for its more dynamic shape and is devoted to
a young audience, on the move, that loves the idea of a
multipurpose car but is also aware of image. |
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Two original Fiat Idea
Italia cars will be in Bologna, limited edition versions reminiscent
of the Fiat Vintage fleeces and bags: one metallic blue and the
other ivory pearl (both called Limited), with a band of cream, blue
and red colour that cuts the vehicles in two as a reference to the
collar of the fleeces. |
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