The new Fiat Idea Adventure has made a high profile public debut during the last few days, the new "Adventure" series model taking centre stage in the Adventure Sports Fair when it opened on Thursday in São Paolo and as a support vehicle in the Ferrari Panamerican 20,000 tour which set off from Belo Horizonte the same day.

The new Fiat Idea Adventure will join the Fiat Automòveis range of "Adventure" models rolled out since 1999, which already include the Palio Weekend Adventure, Doblò Adventure and the Strada Adventure. Each is typified by a rugged "off road" appearance, larger and chunkier bumpers, protective side and wheelarch mouldings, aluminium kick plates, a raised ride height, bigger alloy wheels, roof bars and quad-front mist lights. These special series models have proved to be highly successful on the Brazilian market which has seen a developing fashion trend for "off road" vehicles in recent years along with an appreciation for more capable cars that can withstand the nation's traditionally poor road surfaces.

The Adventure Sports Fair is the largest adventure sports and ecotourism event of Latin America. Since 1999, it has become a major convening point of all the segments related to adventure. Besides all of the most important exhibitors of the market taking part the fair has some very unique interactive attractions such as the Adventure Park, Adventure Congress, and Adventure Fashion Show. The Adventure Sports Fair is focused on the discovery of opportunities, establishment of partnerships, exchange of information and to provide a true dimension of the characteristics and the potential of the adventure market in Brazil.

The event is divided into consumer and trade-only days. On the consumer days, the visitors can get in contact with the best of the adventure world, and enjoy the interactive attraction. On trade-only days, storekeepers, distributors, travel agencies, and other market professionals, encounter tranquillity to making businesses and carrying out partnerships, as well as watching specific seminars designed for each area of this trade. The Adventure Sports Fair is an indispensable marketing tool for any brand or company involved with adventure.
 

Offering the possibility to built a relationship with the most select practitioners and enthusiastic visitors, as well as with an infinity of vendors, storekeepers and travel agencies. One segment is dedicated to vehicles. In this sector the manufacturers annually present their new lines of 4x4 vehicles and on/off road motorbikes. Accessories, tyres, and off-road publications can also be found in this sector. Here the Fiat Adventure range is positioned centre stage with the Idea Adventure taking pride of place, surrounded by its sister models: the Doblò, Strada and Palio Weekend "Adventure". They are each loaded with popular outdoor pursuit accessories, such as bicycles and tents, demonstrating their suitability for the role.

In conjunction with the static display is the Adventure Park, an interactive attraction area with: a dirt track for test driving 4x4 vehicles, a scuba diving tank (about 10 feet deep), climbing walls, abseiling facilities, a track for test driving mountain bikes, a tank for kayaking, and a sailing simulator being among many other attractions that put the visitor in contact with the “adrenaline” of adventure.

Meanwhile at the same time as the Adventure Sport Fair was opening to the public last Thursday, two examples of the new Fiat Idea Adventure were setting off to support the Ferrari Panamerican 20,000, closely following the two Ferrari 599 GTB Fioranos during the South American stage of the route that will set the tour well on its way to the eventual finish line in New York during early November.

Shell and Pirelli are using an Idea Adventure each to carry their technical teams. Pirelli is using the event to test a new compound of tyre that will form the basis of next year's new generation P Zero range while Shell is providing V-Power fuel, a suite of Shell Helix and Quaker State lubricant products and constant technical support to the Ferrari outreach mission to the Americas. The Shell and Pirelli technical support teams will shadow the 599 GTB Fioranos every mile of the journey, which is seeing the new supercar’s unique introduction to these markets. Shell fuel stations along the route will also play a critical role in keeping the Ferrari 599 GTB Fioranos supplied with Shell V-Power fuel and will celebrate the passing of the Ferrari Panamerican 20,000 with special events and promotions.