Abarth’s dedicated commercial organisation is divided into four levels, each with a specific role and a well-defined image: flagship service centres, dealers, specialised tuners and workshops.

Known as Officine Abarth, there will be four flagships worldwide that will act as a point of reference for the brand in key markets. The Italian centre is based – where else? - at the company's historic headquarters in Corso Marche, Turin - proving that Abarth’s bond with tradition is more than just an ideal, but is real and solid. In short, the Abarth brand is being reborn in every sense, and will cover every aspect of the concept of motorsport, even the more exclusive ones: this was true in the 1960s, it is true today, and will be true tomorrow.

The concept for the Abarth service centres was inspired by the famous Abarth “conversion box” made from Thai wood, with the equally famous “Abarth” shield on the front of the entrance. Outside, the corporate colours are distinctive: red and white with grey detailing, enhanced by polished steel elements. The entrance is also marked by the backlit Abarth sign and a scorpion made from polished stainless steel, illuminated so that it will also be visible at night. Abarth shields adorn the façade, decorated with the indispensable Italian flag, denoting the heritage of this brand which is now famous all over the world.

At floor level, the claws of another scorpion welcome us to the merchandising area (approximately 250 sq m). Once inside the service centre, customers can find out about the Abarth world through the array of historic pictures on the wall. Meanwhile in the merchandising area, steel furnishings alternate with pictures providing inspiration for clothing, and red and white chequered tables. Moving on, we find ourselves in the large display area (450 sq m), where a “car configurator” helps customers choose from the many options on offer.
 

The resin floor, in Abarth red, helps to enhance the white of the cars (their positions are highlighted by black markings detailing their performance). The room is divided up by suspended reflective partitions made from tinted glass, giving a description of the vehicle on show, while the back wall features the Abarth racing stripe. The showcase centre is a real novelty: an attractive area of 170 sq m in which the cars will be converted, divided from the display area by large textured glass panels featuring mechanical components. Finally, for motorsport aficionados, there is an area of 90 sq m used for the sale of kits, the famous conversion boxes, stickers, pedal kits, steering wheels and anything else you might need to customise your own Abarth vehicle.

Dealers, specialised tuners and workshops

The second level of Abarth’s distribution network is made up of a small number of dealers (approximately 40 in Italy) who will provide customers with a specialised, exclusive service. Under the name “Abarth assetto corse” (Abarth Racing Set Up), there will be about 40 Abarth tuners in Italy. These will be the only centres authorised to install the kits (starting with the “esseesse” kit), while complying fully with all environmental and safety legislation and completing the certification procedure on the customer’s behalf. The network will be completed by the Abarth servizio workshops, required to adhere to strict standards in terms of specialisation, technology and service. As of September, 60 workshops are already operational in Italy, although the number is destined to rise to over 100 in order to provide more extensive service cover.