The brand-new Mirafiori Motor Village has just been inaugurated in Turin - a huge new 'centre of excellence' where the entire Fiat Auto range can be examined in detail in spacious, relaxing surroundings and where purchases can be made. Located in the heart of Fiat's home city and situated at their largest and most historic assembly plant - where it draws its name from - the Mirafiori Motor Village is the newest jewel in Fiat's interaction with the car-buying public and push for new strategies in marketing its products. The complex's inauguration coincides neatly with the first Grande Punto rolling off the production line at Mirafiori, Fiat's latest winning model now joining a pantheon of great icons to have emerged from the gates of the famous factory.

The new Mirafiori Motor Village is a structurally bold idea: imposing, exuberant and cutting-edge, the stylish complex symbolises the fresh, exciting mood prevalent at Fiat Auto as a new chapter in its century-long history gets underway, new ideas which are flooding out of Turin, a city which itself muscled into the global spotlight earlier this year when it played host to the XX Winter Olympic Games. Laid out over 90,000 square metres it is a modern, bright venue which displays every model in the Fiat, Alfa Romeo, Lancia and Light Commercial ranges spread over 3,000 metres of exhibiting space.

The approach to the Mirafiori Motor Village is dominate by three glass-covered, steel-framed posts each bearing the 'Fiat, 'Alfa Romeo' and 'Lancia' badges respectively on all four sides. The clear glass and the steel posts reflect the light, airy and transparent construction of the main complex. The visitor makes his way to the main entrance down a wide, paved boulevard, into which are set three recessed pools, each of which is emblazoned with one of the three Fiat Auto brand symbols, across their swimming pool-style tiles. Flanking the grass-edged boulevard are tall lights and behind them are arrayed the myriad of models built by the four Fiat Auto divisions. From Fiat the Panda (including its variants: the Cross, 4x4 Climbing and limited-edition Monster,) Grande Punto, Sedici, Multipla, Stilo, Stilo Multiwagon, Idea, Croma and Doblo Family; Alfa Romeo show off the 147, 159, 159 Sportwagon, 166, Brera, Spider and Crosswagon; Lancia have the stylish Ypsilon, Musa, Thesis and Phedra; and the LCV division has a comprehensive range that starts with the little Panda Van and goes right up to the brand-new Ducato X250 van range which was officially launched earlier this month.
 

As the visitor approaches the main glass-and-metal fronted building the giant 'Oltre Fiat' off-road show car - first seen at the Bologna Motor Show last December - sits imposingly on a paved area which is embossed with the site's 'Mirafiori Motor Village' name. The 'Mirafiori' lettering is written in script, a feature reminiscent of when the factory's name graced the powerful, immortal Fiat 131 Mirafiori model during the 1970s.

The large building area itself is very light and airy thanks to its steel framework and glass walls. A large entrance hall gives way to showrooms dedicated to each brand, each with its own individual feel pertaining to the values of the brand it serves. The Alfa Romeo show area features the distinctive red colours associated with the brand and large pictures depict famous cars through their history, while in the Lancia space the flooring gives way to luxurious wood decking and colours that exudes the character of its upmarket, luxurious image. Trained staff are on hand to discuss the cars, and the choices in trim, options, specifications and colours, with the entire Fiat Auto range being available for ordering and sale.

Visitors can relax in the 'Mirafiori Café' (open 7 days a week) and consider the cars and options available, while the history of the Mirafiori factory will be explained in detail. Mirafiori - which covers more than one million square metres is still the biggest industrial complex in Italy today and some buildings on the site date back as far as 1939. More than fifty cars are on hand for potential customers to test drive in a specially created 'park' area while three simulators within the complex will allow cars to be 'virtually' tested. Fiat commitment to the 'Autonomy' is demonstrated within the complex while accessories are also on display and available for ordering or purchase.

The Mirafiori Motor Village theme will also act in the future as a very useful 'laboratory' of skills for Fiat Auto and it will be able to demonstrate and put into practice new marketing ideas, and assist in the interaction with potential or existing customers. The whole theme of the Village is to put the customer 'at the centre of attention' - from the moment they walk in, through the various processes to where they can collect their new car. As such the Village is even more ambitious in it aim: new on-site workshops, where the customer can have repairs or scheduled servicing undertaken, will offer a transparent service with the customer advised on detailed timescales for the work to be carried out and the return time of their vehicle estimated. These workshops are set to become Fiat's flagship technical staff training headquarters, allowing ideas put into practice in the Village to be swiftly incorporated into the wider European dealer network.