Weekly ColumnMonday, January 6, 2014
Fiat present at tourist centres
Fiat Auto Argentina will be engaging in intense action marketing scheme this summer, promoting its image at important tourist centres with stands, test drive opportunities, special events and the traditional Fiat Chrysler Party at Tequila in La Barra, Punta del Este, Uruguay.
The cornerstone of the plan is focused on products launched over the last year: for instance, the Bravo, Dobló, Nuevo Punto and the renovation of the entire Strade and Weekend family, as well as the arrival of the 500 Abarth.
All visitors will be able to conduct test drives on an urban circuit, as well as off-road adventures with the Adventure Locker range (Idea Adventure, Palio Adventure and Strada Adventure) with experienced drivers at the wheel.
With this major Summer Operation, Fiat will once again stand out as the carmaker with the strongest presence at tourist centres, as during the summer season the company exhibits its models at various points of the Atlantic coast and Córdoba’s famous sierras.
Punta del Este
This year, the Fiat Bravo and the Fiat 500 Abarth will be showcased at Tequila, in Punta del Este. Businessmen and models regularly attend this nighclub. On January 12, as is custom every year, Fiat Chrysler will put the icing on the cake for the season in Punta del Este with a big party.
The Fiat Bravo and the Fiat 500 are also on view at the Le Club, located in the heart of La Barra, right on the edge of the La Posta del Cangrejo beach.
Fiat’s traditional parade will take place on Friday, January 10 at Brava beach in José Ignacio, with the participation of important models from the Vissage Models agency.
Fiat will be based at Avenida Bunge 620. The company will showcase its entire range, with special emphasis on its recent launches, such as the Fiat 500 Abarth and the imminent Fiat 500L. The public will have the chance to test drive the vehicles around central Pinamar. The adventure range will face the challenges of sand dunes on the beach, driven by experienced pilots. Diverse shows will be staged at the stand throughout the season.
El Paseo de las Victorias will be the setting for the exhibition of the Fiat 500L. Furthermore, Fiat will share a joint stand with Chrystler in central Cariló, where the Fiat 500 Assetto Corse, the 500 Abarth and Fiat Bravo will be on show.
Mar del Plata
Fiat will be present in Mar del Plata at Playa Grande on the Costa Galana boardwalk. Driving lectures will be offered for minors as a joint effort with Movilidad Urbana de Mar del Plata. The location will also serve as a test drive centre.
Villa Carlos Paz
Facing the Luxor theatre of the traditional hillside resort, Fiat will showcase a Fiat 500 Abarth and Fiat Bravo. Test drives will also be available on site.