Fiat Auto has signed an agreement with the record company, Universal Music Italia, which aims to 'get through to youth'.

The new 'lifestyle' venture is called operation 'Dot DJ', and it will consist of products and initiatives, including a dedicated website, car stereo, and the possibility of downloading digital music at petrol station outlets on the Italian motorway network.

Dot DJ was presented by Fiat Auto Brand Promotion Manager Lapo Elkann at the Triennale event, which is currently taking place in Milan, along with Marco Blasi of Universal Music Italia. The co-operation project will begin immediately with the new Grande Punto, before the programme is expanded to include the Panda model during next year.
 

Thus far the partnership has led to a new car stereo being developed - which is called 'Interscope' - and is now available. A focused website, which can be fond at the URL www.misterdot.it, allows users - to discuss on-line - both music and cars, and finally the 100 iPod 'shuffle'. Demonstrations and footage of various 'Electronic Arts' can be downloaded.

"The new Punto," commented Elkann at the Milan launch, "with its 700 different combinations, can adapt just like music to everyone's personality. Operation Dot DJ is part of the great re-branding plan of focusing on 18-35 year-old customers".