Fiat have presented the first official photos of the Grande Punto 5-door, as the vital new model's marketing plan is revealed.

Scheduled to be revealed to the world during the Frankfurt IAA mid-next month, Fiat's important new 'supermini' model - successor to the highly successful long-running Punto - the Grande Punto, is edging slowly out into the limelight. It is a car that will pick up the mantle of leading the century-old Italian carmaker' recovery drive, and as such is thus poised to become one of their most significant new model introductions for some years.

Ahead of its Frankfurt launch, Fiat Auto's Brand Manager Lapo Elkann - grandson of Gianni Agnelli - has highlighted some of the marketing programmes which will get underway once the car is presented next month.

GRANDE PUNTO TO STAR IN 'NEED FOR SPEED'

The Grande Punto is set to feature in the popular computer game 'Need for Speed'. Created by EA Games, 'Need for Speed' is available for Xbox or Playstation, and was first launched in 2003. An updated version 'Need for Speed Underground 2' was recently brought to the market.

EA Games describe  'Need for Speed Underground 2' as "taking place in a massive, free-roaming city featuring five distinct interconnected neighbourhoods, it delivers an immersive game world where the streets are your menus. As players explore the city, they’ll encounter rival racers who will school them in the ways of the underground and tip them off to the hottest racing spots in town."

Connecting with the computer game playing generation, Fiat believe, is a superb way of raising the new Grande Punto's appeal to the youthful, lifestyle-orientated driver audience. All car major global manufacturer's are now grasping the fact that the car buyer of today wishes for an individual car that reflects his personality, and in such a move Fiat are acknowledging that this marketing approach will be fundamentally important to the image they seek to create for the Grande Punto.
 

RETURN TO RALLYING GIVEN THE GREEN LIGHT

Elkann also confirmed that Fiat will officially return to rallying. At present a prototype 'Super 2000' rally car is undergoing development by N.Technology - the first sighting being confirmed recently - and this project is now officially given the green light. Built to the proposed new FIA rally regulations a four wheel drive, two-litre capacity, lightweight car is called for, and up to eight car manufacturers' are currently believed to be evaluating the category. Strenuous efforts are also being made to persuade MotoGP World Champion Valentino Rossi - one of the most famous and charismatic sportsmen in the world today - to link up with the car.

INNOVATIVE INDIVIDUALISATION PROGRAMME

"We are to host presentation tours' across the country, we want people to get a feel for the car," said Lapo Elkann during the marketing briefing, "We want people will get the feel of unique customisation items such a flag on to bonnet or a girlfriend's picture on the car door". He is sure that this 'individualisation' programme will be a success, "since nobody wants to look like their neighbour. Cars are peoples' most sacred possessions after homes, what's lacking to date is full customisability."