The "Motor Village" theme of creating higher profile "flagship" dealers started with the Mirafiori Motor Village in Fiat Group's hometown Turin and has since spread to locations such as Paris (on the Rond-Point des Champs-Elysées) and Cannes. This is the first such dealership to appear in the UK, and with the ailing Chrysler brand being kept alive in Europe only in the UK and Republic of Ireland, it is the first time that the U.S. brand has appeared in the Motor Village concept.

A major, undisclosed investment has been made by Fiat to transform the large Canterbury Road, Croydon site into an airy, spacious showroom, separated conveniently into four main areas representing each brand.

The space was put to good use at a glittering opening night for customers and special guests, including Croydon Deputy Mayor David Fitze, actor Chris Ellison and his wife Anita, and Nigel Land, brand director, Jeep Chrysler UK.

Guests were welcomed by general manager Cristiano Calabrese before enjoying fine Italian cuisine, cocktail making exhibitions, pizza throwing, and games including radio controlled Fiat 500 model racing cars.

Motor Village Croydon joins Fiat Marylebone in central London, Fiat’s Battersea service centre and Fiat Direct in Hayes, to offer strong representation throughout London and Surrey. “We started here with Fiat in January and Alfa Romeo came in May,” says Tony Dittli, director, Motor Village Croydon. “Chrysler and Jeep joined us in July, so it’s continually evolving. We are still developing and learning but I think we have a superb showroom site from which to offer quality service and become the reference point for these great brands.”