Fiat North America will
celebrate Italian style and design at the annual
Concorso Italiano in Monterey tomorrow as both the title
sponsor and with the Fiat 500 and the "Fiat Experience"
being part of the proceedings. The annual event, which
focuses on Italian exotic and classic automobiles and
motorcycles, takes place at the Laguna Seca Golf Ranch
in Monterey, California.
"Concorso Italiano is
a unique event that brings together an amazing
collection of vehicles and enthusiasts who are truly
passionate about Italian design and heritage," said
Laura Soave, the
recently-appointed head of the Fiat brand North America.
"With more than a century of history in which we have
produced global icons such as the Cinquecento, Fiat is a
proud sponsor of the Concorso Italiano, and we hope to
build a relationship with all of these enthusiasts as
the brand makes its way back to
North America."
As the presenting
sponsor of the annual event, Fiat North America will
display the European version of the Fiat 500 as well as
present the award to the vehicle selected as "Best in
Show." A number of classic Fiat 500 vehicles, brought by
the attendees, will also be on display.
Patrons to the event
will be able to enjoy the 'Fiat Mobile Experience' – a
unique display that hosts both a cafe station and a Fiat
brand merchandise store. Fiat fans will be able to enjoy
complimentary gelato, espresso and cappuccino, served by
baristas, while browsing through various Fiat-branded
merchandise, housed in a unique store setting that is
finished in Fiat red and white colors and staffed by
merchandising specialists. The Fiat Mobile
Experience display is constructed from a repurposed
auto-shipping container and will be seen at other future
Fiat shows and exhibitions in
North America.
Concorso
Italiano
Each August, the
Monterey Peninsula
attracts 40,000 automotive enthusiasts to celebrate
their passion for vintage, classic and exotic
automobiles and their iconic designers. The opening
event for this memorable weekend is the Concorso
Italiano – a true celebration of Italian style. Founded
in 1985, Concorso Italiano is a gathering of all things
Italian, especially Italian cars. Concorso Italiano has
evolved into a must-attend convergence of
sophistication, taste and affluence and embraces all of
the cultural elements of Italian style, including music,
cuisine, fashion and travel. The event is centered on as
many as 1,200 collectible Italian automobiles,
motorcycles and boats. Non-Italian exotic and classic
automobiles are also welcomed and represent a
significant contingency as well. The Concorso emphasizes
display and appreciation over competition and almost
8,000 enthusiasts will attending with some coming from
around the world.
