Fiat made a big impact in Bologna yesterday as CEO Luca De Meo - literally - smashed his way onto the Fiat stand at the wheel of a giant SUV showcar to introduce the brand to the assembled 'home' media.

It has been a big year for Fiat, the revival of their fortunes has really started to snowball over the last few months, and the arrival of the Grande Punto in September marked the point where they have really picked up the baton and started to make the pace. Italians have kept their faith in Fiat through the tough times, and so Bologna 2005 thus represented an ideal opportunity to show their home market - and the watching wider world - that they really mean business.

Fiat's presentation has very much focused on their four wheel drive 'off road' capability, with the public arrival of the new Fiat Sedici and the Panda Cross (as well as the strictly limited edition Panda 'Monster' version). Make no mistake about it, Bologna is seeing a very strong showing from all the Fiat Auto brands, with market-leading products across all the segments jostling for the attentions of the multitude of visitors.

Creating a giant show car was a means of creating a lot of impact and demonstrating that within their IVECO trucks-and-buses division they have the capability in place to quite simply create a vehicle to rival the unique GM Hummer series, and top off an excellent line-up. The showcar was built in record time by Centro Stile with the input of RRS (vehicle outfit), Pirelli (tyres), Sabelt (seats) and Alpine (audio and video systems). In the most visual of manners this new showcar - known as the 'Oltre' Fiat - demonstrates that Fiat have well-developed four wheel drive technology at every market level, positioned as it is just metres from its tiny sister, the Panda SUV.
 

For the Fiat press conference on Thursday afternoon a large arena of the stand was marked off, with a arched 'cave' entrance at the rear sheeted in opaque glass. As the lights were dimmed, coloured strobes flickered above, and music blared out, the revving of a powerful engine emitted from the 'cave' and two powerful headlamp beams picked out the glass sheeting. With a majestic flourish, the huge 'Oltre Fiat' swept out of the cave, shattering the glass screen as it literally crashed through it and drove up to the podium where the irrepressible Luca De Meo - Fiat's CEO - jumped out, grabbed the waiting microphone, and proceeded to tell the gathered media that Fiat was in good shape and looking forward to the future.

Judging by Bologna, Fiat are in impressive shape, the new Sedici is a decent new entry into the fashionable 'crossover' segment, but with a unique character that will broaden its appeal to a much wider audience. Likewise the new Panda Cross and Monster build on the Panda theme, the former 'European Car of the Year' continuing to improve, and spawn offspring much in the manner of its predecessor. The Grande Punto needs no introduction, and it is joined here by the quite simply stunning rally car concept that was first seen in Frankfurt and which will herald Fiat's eagerly anticipated return to top-flight rallying within the next few months. Finally the new Doblò is also being presented, as well as the Idea and Croma.

by Edd Ellison in Bologna