Fiat Auto and Società Autostrade per l'Italia have inaugurated in the confines of the Prenestina service station the first public area dedicated to Italian style, the 'Pianeta Italia'.

'Pianeta Italia' (Planet Italy) is a fresh new initiative from Fiat's Auto Division and the Società Autostrade per l'Italia, the company responsible for the management of Italy's vast 'Autostrade' (motorway) network. This new addition to the burgeoning 'Made in Italy' campaign is the brain child in particular of Fiat's marketing boss Lapo Elkann who was on hand for the recent opening ceremony, joined for the occasion by Vito Gamberale.

The Italian autostrade network holds a firm place at the centre of the Italian 'economic boom' in the second half of the last century, as a rapidly expanding network high-speed and multi-lane highways connecting the major cities and population centres, quickly became the vital arteries that allowed Italian commerce to flourish.

The economic, social and cultural advancement of modern day Italy is indelibly linked to its motorway network, and today a huge new 'Autostrade' infrastructure construction and renewal programme is well underway with architecturally inspiring and eye-catching new bridges, viaducts and other giant features springing up across the nation. The first road boom saw iconic cars such as the Fiat 500 literally 'motorise' the Italian nation, while the new technologically-advanced generation of super-smooth and much faster roads have allowed Italians to make full use of more comfortable and refined cars.

The Autostrade network has also helped link Fiat up to the heart of Europe, drawing the nation into new economic growth areas. Jump onto the Autostrade in Milan, Turin, Bologna or any other city and cities such as Geneva in Switzerland, Munich and Frankfurt in Germany, Vienna in Austria, or Lyon and Paris in France, are but a stretch of smooth, modern and fast highway away.
 

To celebrate this vital role played by the Autostrade network Fiat Auto and the Società Autostrade per l'Italia have inaugurated the first 'Pianeta Italia' at the Prenestina services, a point where travellers heading west towards Rome and south towards Naples, interconnect and pause for rest and refreshment. Seven million people in fact visit these large services each year.

Now these visitors will be able to inspect close-up the latest cars from the three Fiat Auto brands: Fiat, Alfa Romeo and Lancia. These will include models such as Fiat's just-launched Giorgetto Giugiaro-designed Croma 'stationwagon', Alfa Romeo's recently-facelifted 147 hatchback and the gorgeous Bertone-styled, award-winning GT Coupe, and Lancia's stylish Ypsilon 'pocket flagship' and luxurious 'mini-mpv' Musa. Travellers will be able to make use of the computerised touch screens, and thanks to the 'personalisation' programme, construct their ideal car, and with the presence of a financial institution at the services, arrange credit and order their car 'there and then' if they so wish.

Other famous Italian 'household name' companies are also getting involved with the 'Pianeta Italia' initiative. Alitalia, the national airline, along with the 'Istituto Geografico De Agostini', Sabelt, who themselves recently announced a footwear tie-up with Fiat, and Telecom, will all be represented as these new outlets start to roll out the length of the Autostrade network.