15.10.2004 Fiat's new head of brand promotion, Lapo Elkann, has inaugurated the "Spazio Fiat", a new concept in bring the carmaker's product into the public's line of vision

Fiat's new head of brand promotion, Lapo Elkann, has inaugurated the "Spazio Fiat", a new concept in bring the carmaker's product into the public's line of vision.

Surrounded by ties, shirts, and other men's apparel, all from prestigious Italian brands, a Fiat Panda 4x4 Climbing is now on display at the Rinascente, on the Piazza del Duomo, in the fashion-centre of Milan.

It has become a welcome new strategy from Fiat, to link their products with the Italian tradition's of style, culture, and a relaxed, informal way of conducting life. The Panda, recent winner of the coveted European 'Car of the Year' award, can rightly count itself as an Italian icon.

In fact, respected Italian designer Alessi, has offered a fresh interpretation of the little car. The result, finished in an eye-catching bright-orange colour scheme, was recently displayed at the Paris Mondial de l'Automobile.

While the prospective customer will not actually be able to purchase the Panda in-store, according to Lapo Elkann, "They will be able to complete 75 percent of the operation." This will include choosing the specification level, required options and colour, while payment and collection will be made at the dealers.

Continuing with the theme of expanding the Fiat ideal, Elkan also confirmed that a 'Cafe Fiat' will shortly be opened in the Triennial, the heart of the Milanese city, describing it as "a great opportunity to link fashion and design".

The "Spazio Fiat" presentation will run until the end of the year. With more than four and a half million visitors expected to pass through the famous department store's door between now and the end of December, it should prove to be a potent way of getting the Panda's charms across to the Italia public.