For the first time at the Bologna Motor Show, the reborn Abarth marque its making a comeback with its own dedicated stand bursting with powerful visual impact designed to highlight innovation.

For the first time at the Bologna Motor Show, the reborn Fiat Abarth marque makes a comeback with its own dedicated stand of powerful visual impact which, in line with its relaunch philosophy, was designed to highlight innovation using a fresh, up-to-date language, with leading-edge technology and refinement in the smallest details.

The galvanized steel floor and the ‘naked’ technology of the monitors provide an effective contrast to the luxurious shiny white environment, the mirror-like effect of the large illuminated sign and the special chromed guardrails, evocative technical details delimiting the area of the boutique and the boundary of the stand.

The new traits of Abarth communication are there in all their powerful clarity: the “original” logo, extrapolated from the Abarth shield of the same size and identical top curve in large polished aluminium stands proud on the rear wall. A linear decoration picks up the white and red chequered motif, forever the finish line symbol in endurance competitions where Abarth has achieved outstanding success.

Abarth values and tradition are recaptured with discretion and a touch of hi-tech: the luxurious materials and coatings such as aluminium, carbon fibre, enamels and lacquers enhance the exhibition area adding to the value of the exhibits: the Grande Punto Abarth S2000 and in world preview the Grande Punto Abarth with Kit “essesse”, which is the real novelty of the stand, placed on an inlaid pedestal reproducing a great polished stainless steel scorpion emphasizing power, technology and full pedigree. With the official presentation of Kit “esseesse” on the Grande Punto Abarth – to be marketed with the formula of the historic ‘conversion box’ – the marque forcefully recalls the concept with which it achieved success back in ‘50s and ‘60s: creating small exclusive sports cars.

At the stand, elements of clear historic connotation intermingle endlessly with modern traits, thus inducing visual and perceptive stimuli of a technical and stylistic nature. Thanks to a unique photo-quality multimedia configurator, visitors are able to appreciate and almost touch the defining characteristics of the world of Abarth engineering. Moreover, 23 small LCD monitors show a number of short “viral videos” illustrating the distinctive features of the Scorpion in fresh, straightforward language.

In line with one of the leading concepts of the marque, namely authentic excitement and hands-on experience, the external test track of the Bologna Motor Show will host the Team Abarth with the Grande Punto S2000, winner of the Italian Rally Championship 2007. In the on-line competition also appearing in the official Abarth blog, 24 lucky winners will be selected to experience what it is like to be the "navigator" sitting beside the official drivers of the Abarth Competition Team. One of these will be super champion Giandomenico Basso who, together with Mitia Dotta, has recently won the Italian Rally Championship 2007 – on the heels of the triumphant 2006 season in which he won both the European Championship and the Intercontinental Rally Challenge – again driving the Grande Punto Abarth S2000.

This event emphasizes the aim of the marque to be close to the fans all over the world who continually follow the Team Abarth competitions, and to make public opinion and the younger generations in particular, aware of the strategic importance of driving safety, accident prevention and road education in every developed society. Because sport driving pleasure always includes a “tankful” of safety in terms of vehicle control and knowledge of one’s own limits.

Without forgetting that standard production Abarth cars incorporate all active and passive safety electronic devices currently available, including the ESP (Electronic Stability Program) system which cuts in limit driving conditions when vehicle stability is at risk, helping the driver to maintain control of the vehicle. Besides, on Abarth cars it is not disconnectable: a further example of the extra care of the marque where safety is concerned.