The first "Italian Motor Village" in France will be inaugurated on June 4th; it is an on-going project that started three years ago with the Mirafiori Motor Village in Turin, the first Fiat Group all-purpose centre in the world. Located across a surface area of 70,000 square metres, it is the biggest European automotive exhibition-room.

The first "Italian Motor Village" in France will be inaugurated on June 4th; it is an on-going project that started three years ago with the Mirafiori Motor Village in Turin, the first Fiat Group all-purpose centre in the world. Located across a surface area of 70,000 square metres, it is the biggest European automotive exhibition-room.

The foundations of the "Italian Motor Village" lie in the will of Fiat Group Automobiles of exporting abroad a winning format – suffice to say that the Mirafiori Motor Village recorded over 600,000 visitors in one year – as confirmed by the next openings due in Spain, Portugal, Germany and Italy.

Product and customer are central to the attention and Italian spirit: these are the guidelines along which the new "Italian Motor Village" of France was developed and, like the one in Turin, it offers its customers a complete and definitely unique purchasing experience. Indeed, in this “center of excellence” it is possible to appreciate the complete product range of Fiat Group Automobiles and, at the same time, "live" the brands’ specific emotions thanks to several activities hosted in it: futuristic show-rooms, an elegant “Cafè”, an unique merchandising store and an all-purpose meeting and congress hall.

Expression of the brands Lancia, Fiat, Alfa Romeo, Fiat Professional and Abarth, “Italian Motor Village” is an international trademark which, since its name, transmits sound values: Italian spirit (Italian), business and technology (Motor) and a strong sense of belonging and aggregation (Village). This meeting place of professionalism and “human touch” is therefore outlined under the Made in Italy sign.

Furthermore, thanks to its innovative design and evocative power, the “Italian Motor Village” trademark celebrates the meeting between tradition and technology: indeed, the use of chrome plates and tri-dimensionality unequivocally links it to the car world, assigning it materiality, soundness and concreteness. Last but not least, the use of an ad hoc font – italic with an exclusive alphabet – further underlines the unity of the brand.

Thus, the “Italian Motor Village” confirms itself as a forge of ideas, a drivers oriented “plant”, centred on offering customers project-development values: designing the space, interacting with the product, extra-product conviviality and attention to service. Summing up, the final target of the new centres is to make location and product generate “traffic, entertainment and business”.