Fiat Group Automobiles UK Ltd last night launched the stunning new Fiat 500 in the UK with a star studded exclusive concert (headlined by Mika, top) and a flight in one of the capsules on the British Airways London Eye.

Fiat Group Automobiles UK Ltd last night launched the stunning new Fiat 500 in the UK with a star studded concert and a flight in one of the capsules on the British Airways London Eye.

The Fiat 500 arrived with a splash in the UK as the centrepiece of an extravagant event which captured Londoners attention on a cold and windy evening. Heavy teatime showers cleared before the event got underway in pleasant conditions at 7PM, with the final countdown to 500 hours of 2008.

The 500 has arrived on the markets with a stir, its world debut in Turin last July set new standards for an automotive launch party and its roll out across Europe has followed this theme; in Germany it is currently travelling on the U-Bahn popping through its busy underground stations to the surprise of commuters. And of course it collected the most prestigious of all awards last November: European Car of the Year, while a month later Italiaspeed viewers pronounced it Italian Production Car of the Year in a landslide vote.

Last night was the turn of London to welcome the 500 and Fiat Group Automobiles (UK) weren't to be left behind, they really pushed the boat out. The build up to the event has created unprecedented media coverage with even the operation last Friday to position the 500 in one of the London Eye's capsules attracting a camera crew from The Sun newspaper.

The Fiat 500 took to the sky at 8.00pm – exactly 500 hours into 2008 – as a fantastic light show lit up a showbiz and celebrity event on the banks of the River Thames. More 500s of varying colours were positioned around the temporary staged area with staff on have to register visitor's interest.

Around 500 VIPs including Kelly Osbourne, Jade Jagger, Eva Herzigova, Eddie Jordan, Leah Wood and 1,500 people were invited to the all-ticket launch event. The event, hosted by Virgin Radio DJs, kicked off at 7PM with up-and-coming band The Vibrants. They were swiftly followed by The Feeling who drew a highly enthusiastic response from the guests with several of their very familiar and catchy charts hits, while at 8PM, after the 500 hour countdown had been completed and a Fiat 500 had driven up a red carpeted ramp straight onto the stage where it stopped on a revolving platform, the act the crowd had all been waiting for, Mika, came on and played a vibrant set.

There was a cavalcade of Fiat 500s old and new as the car in the London Eye capsule rose into the air at the start of a two-week ‘flight’ that will see it cover around 84 miles – without turning a wheel! Fiat Group Automobiles (UK) Managing Director, Andrew Humberstone, said: “We are absolutely delighted to have given thousands of people a party to remember, and the chance to watch the launch of our new Fiat 500. “We are confident that this car, with it stylish looks, economical consumption figures, safety features and green credentials, will win a place in everyone’s hearts.”

While the Fiat 500 is airborne, members of the public have the chance to WIN a Fiat 500 in an interactive design competition being staged at the London Eye until February 3.