In partnership with AKQA, Fiat Group Automobiles UK Ltd has unveiled a new website, found at www.fiat.co.uk, which revolutionises the online automotive experience.

Epitomising the 'Fiat digital' spirit, the new www.fiat.co.uk website features stunning design and online world firsts. Developed to dramatically transform the Fiat buying and ownership experience, the site makes it easier to choose, configure and finance a new Fiat. At the same time, it opens up a new channel of communication between Fiat and its customers.

Fiat’s digital platform will be an instrumental part of the Italian car manufacturer’s objective to increase car sales in the UK to 100,000 units by 2010, once its full range, including the new Fiat 500, is in place. The launch of the new website coincides with the introduction of the company’s new mid-size five door hatchback, the new Fiat Bravo.

Style and innovation: The new Fiat website takes its inspiration from the brand’s heritage of design and innovation. At the heart of the site is a stunning 3D showroom that pays homage to Fiat’s world-famous Lingotto building – renowned by architects and industrialists as a feat of remarkable engineering. The showroom displays the company’s range of models available in the UK to emphasise that stylish design is a quality that is shared by them all.

World first one-screen car configuration: Personalisation meets innovation in the interactive car configurator. In a world first that eschews drop-down menus, pages of options and small images, the intuitive car configurator does it all on one screen. And the website’s intelligent integration with a lead-management system enables dealers to subsequently download details of a customer’s configured car.

Innovative selection: The unique Help me choose navigation uses dials to allow customers to find the most appropriate Fiat model for them, the number of passengers they need to carry and their fuel efficiency and performance requirements. From an eight car choice option, the playful interface narrows customers’ choice to models that fit their real needs.

The payment planner: A special finance tool makes it easy and fun to establish the most cost-effective method for financing a new Fiat. Customers can alter the deposit or their monthly repayments to establish which finance programme suits them best.
 

Full-motion video throughout: Built entirely for broadband, the site features full-screen 360° images of the interiors and exteriors of the cars, combined with a tailored voiceover to give potential customers an audio-visual tour of every model.

Live chat with customer services: In an automotive online first, www.fiat.co.uk gives visitors real-time contact with Fiat Customer Services. For the first time ever, customers can book and confirm a test drive, request maps for directions and model brochures, in real-time. The test drive booking is then qualified by a real-life customer services representative, rather than by just a confirmation email.

How to… guides for Fiat drivers on-the-go: To keep Fiat customers mobile, the site’s mobile application provides how to… guides providing information on how to change wiper blades, check the tyre pressures and the car’s essential fluid levels. It also provides mobile access to a dedicated call centre via a free phone number for all their enquiries, including a dealer locator, Fiat Auto Financial Services and the AA. Fiat has also embraced the vibrant Fiat enthusiast community through a blog and forum.

Managing Director of Fiat Group Automobiles UK Ltd, Giulio Salomone, says: “The launch of the innovative fiat.co.uk represents the first step in our Fiat digital journey. Our strategy is to embrace the latest technology to create an environment that is captivating, innovative, and customer-focused. Every aspect of the website has been designed to make the experience a pleasure for the user and to immerse them in the Fiat brand.”

A recognised pioneer and innovator, AKQA is the leading independent digital agency, employing 600 people in San Francisco, New York, Washington D.C., London, Shanghai and its newest office in Amsterdam. Ajaz Ahmed, Chairman of AKQA says: “Fiat’s spirit of pioneering innovation and fun enabled us to take a fresh approach to many of the challenges that often compromise automotive sites. The result is a fun digital experience that combines a number of world firsts, is visually stunning, user friendly, and unlike anything else.”