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For the Laguna Seca
MotoGP weekend starting today in California, Fiat
Automobiles and the Fiat Yamaha Team reveal to the world
the new livery for the 2010 U.S. MotoGP race. The
special graphics, commissioned by Fiat Automobiles and
shared with Yamaha Motor Racing, celebrate the upcoming
introduction in the U.S. of the most famous Fiat
vehicle, the Fiat 500.
Worldwide fans of Valentino Rossi and Jorge Lorenzo, the
two riders of the Fiat Yamaha Team, were given a chance
to become active participants in the creation of the new
livery by submitting photos of their smiling faces
through a special website. The special graphics would
incorporate 500 fan photos on each motorcycle and a
selection of photos on the riders’ leather racing suits.
The response was immediate, and in only 15 minutes, the
500 available spots on Valentino Rossi’s bike were
reserved. It took only a few more minutes to also cover
all of the spots on the Spaniard Jorge Lorenzo’s bike.
It was the work of famous designer Aldo Drudi to
integrate these images with a special glittered “stars
and stripes” version of the Fiat 500 logo, which is
prominent on both of the bikes, the riders’ suits and
the team’s official clothing.
This initiative by the Fiat Yamaha Team is just the
latest evolution of the innovative Web 2.0 program
launched this year in which MotoGP fans play the
starring role. The use of this program is further proof
of Fiat Automobiles’ commitment to become closer to the
fans of the “two-wheeled circus” through projects that
involve the fans in areas of creativity, design and
communications.
The initiative was inspired by the special Fiat 500 Millesima
recent online activity at www.500millesima.fiat500.com,
which was created to celebrate the production of the
first 500,000 units of the new Fiat 500 in only 31
months from its launch. For this occasion, a unique Fiat
500 show car was also covered with the smiling faces of
1,500 owners, celebrities or fans that in one way or
another made the Fiat 500’s success possible.
In North America, the modern generation of the Fiat 500
will be introduced at the end of 2010 and will offer
customers uncompromising safety, fuel efficiency from
its 1.4-liter MultiAir four-cylinder engine,
individualization options, quality and advanced
technology, all wrapped in iconic Italian style.
Recently, Fiat fans in the U.S. were given the
opportunity to place reservations and select their
vehicle build number for the unique Fiat Cinquecento
‘Prima Edizione’ (First Edition) model. The Fiat 500
Prima Edizione will be available in three colors: Bianco
(White), Rosso (Red) and Grigio (Gray). These
limited-edition Fiat 500 models will be equipped with a
manual transmission and will feature an exclusive Prima
Edizione badge. Each of the 500 Prima Edizione vehicles
will feature a sequential VIN and badge according to
production order. Fiat North America will continue to
offer other Fiat fans the opportunity to reserve their
Prima Edizione model, up to a limit of 500, via a
special website that will be made available at a later
date.
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