Fiat Auto and Societą Autostrade per l'Italia
have inaugurated in the confines of the Prenestina service
station the first public area dedicated to Italian style,
the 'Pianeta Italia'.
'Pianeta Italia'
(Planet Italy) is a fresh new initiative from Fiat's Auto
Division and the Societą Autostrade per l'Italia, the
company responsible for the management of Italy's vast 'Autostrade'
(motorway) network. This new addition to the burgeoning
'Made in Italy' campaign is the brain child in particular of
Fiat's marketing boss Lapo Elkann who was on hand for the
recent opening ceremony, joined for the occasion by Vito
Gamberale.
The Italian autostrade network holds a firm place at the
centre of the Italian 'economic boom' in the second half of
the last century, as a rapidly expanding network high-speed
and multi-lane highways connecting the major
cities and population centres, quickly became the vital arteries
that allowed Italian commerce to flourish.
The economic, social and cultural advancement of modern day
Italy is indelibly linked to its motorway network, and today
a huge new 'Autostrade' infrastructure construction and
renewal programme is well underway with architecturally
inspiring and eye-catching new bridges, viaducts and other
giant features springing up across the nation. The first road
boom saw iconic cars such as the Fiat 500 literally 'motorise'
the Italian nation, while the new technologically-advanced generation
of super-smooth and much faster roads have allowed Italians
to make full use of more comfortable and refined cars.
The Autostrade network has also helped link Fiat up to the
heart of Europe, drawing the nation into new economic growth
areas. Jump onto the Autostrade in Milan, Turin, Bologna or
any other city and cities such as Geneva in Switzerland,
Munich and Frankfurt in Germany, Vienna in Austria, or Lyon
and Paris in France, are but a stretch of
smooth, modern and fast highway away.
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To celebrate this vital role played by the Autostrade
network Fiat Auto and the Societą Autostrade per l'Italia
have inaugurated the first 'Pianeta Italia' at the
Prenestina services, a point where travellers heading west
towards Rome and south towards Naples, interconnect and
pause for rest and refreshment. Seven million people in fact
visit these large services each year.
Now these
visitors will be able to inspect close-up the latest cars
from the three Fiat Auto brands: Fiat, Alfa Romeo and
Lancia. These will include models such as Fiat's
just-launched Giorgetto Giugiaro-designed Croma 'stationwagon',
Alfa Romeo's recently-facelifted 147 hatchback and the
gorgeous Bertone-styled, award-winning GT Coupe, and Lancia's
stylish Ypsilon 'pocket flagship' and luxurious 'mini-mpv' Musa. Travellers
will be able to make use of the computerised touch screens,
and thanks to the 'personalisation' programme, construct
their ideal car, and with the presence of a financial
institution at the services, arrange credit and order their car
'there and then' if they so wish.
Other famous
Italian 'household name' companies are also getting involved with
the 'Pianeta Italia' initiative. Alitalia, the national
airline, along with the 'Istituto
Geografico De Agostini', Sabelt, who themselves recently
announced a footwear tie-up with Fiat, and Telecom, will all be
represented as these new outlets start to roll out the
length of the Autostrade network.
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