An exciting event took place in Turin
last night, something unlikely to ever be replicated in any
city in any other country: as here the car-crazy citizens of
the land of style and culture turned out en masse to
celebrate the arrival of a brand new car – the eagerly
awaited Fiat 500.
The rebirth of Italy’s most treasured
automotive icon was always going to be a very special
occasion, and Fiat simply didn’t disappoint last night, they
put on a show that defined extravagance and splendour, and
Turin responded with a passion, it seemed that everyone was
crammed in against the riverbanks for the spectacular show
which took place on the River Po. The huge temporary
grandstands erected for the occasion were crammed with more
than 7,000 guests - including 3,750 dealers, over 1,000
Italian and international journalists, 200 suppliers and 100
financial analysts.
The original Fiat 500, which was launched
exactly fifty years ago to the very day, soon took its place
at the heart of the nation’s affections. With its compact
dimensions and tiny but zippy engine it offered the Italian
people a car they could afford for the first time, and
arrived just as they were thrusting their way out of the
ruin and gloom of World War II. Built for nearly two decades
it is still fondly remembered and many of these machines are
to this day buzzing around the Italian roads. And as the
build up to the launch of the new 500 model last night got
underway, hundreds of the original cars descended on Turin -
the 'Detroit' of Italy - all day. Some had travelled from as
far as Australia. The thriving, bustling city of Turin that
was thrust forward into a new future on the world stage when
it hosted the last edition of the Winter Olympic Games, was
wrapped up in an orgy of celebration all day as it prepared
to welcome its newest model.
The new 500 has
been handed very tough act to follow. But just like the new VW Beetle and BMW
Mini the build up to the arrival of the 500 has created a palpable excitement
like few other models have managed in recent years.
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Singers and entertainers took to
the huge stage, before a section of stage bearing
award-winning Lauryn Hall (above) came floating down
the Po to slide into the vacant gap, bridging the
river. |
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At the final 'curtain' of last
night's show four new Fiat 500s majestically rolled
out of the shadows in single file, nimbly making
their across the stage. |
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Its rebirth this year, with 25,000
pre-orders already taken, stems back the tiny Trepiuno, an
innovative concept car shown four years ago and which
created such an instant surge of appreciation from the media
and public alike that Fiat’s management were swept along
with that euphoric tide.
And last night that euphoric tide built
up to engulf Turin. Wave after wave of fireworks surrounded
the huge floating stage purpose built two thirds of the way
across the River Po, and act after act kept the bursting
crowds on their tiptoes as the main celebrations finally got
underway in the darkness at nearly ten thirty. Various
special craft floated down the river, while singers and
entertainers took to the stage, before a section of stage
bearing award-winning Lauryn Hall came floating down the Po
to slide into the vacant gap, bridging the river.
As the fireworks smashed in the night sky
and their bangs triggers dozens of car alarms, the hour of
midnight approached. At the final 'curtain' four new Fiat
500s majestically rolled out of the shadows in single file,
nimbly making their across the stage. The new 500 had
finally arrived. And as the night rolls on, the Piazzas of
Turin are filled to capacity with partying citizens as the
city rocks its way towards daylight on this very special
of days. This modern, vibrant and proud Northern Italian city is
completely synonymous with Fiat, and the message that the Turinese people embraced with a passion,
exactly 50 years after the original 500 icon was launched, is that for the
famous century-old carmaker the good times are now back, and with a bang.
by Edd Ellison
in Turin
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