Supermini goes large as 'The Big Smile' comes to UK

A giant Fiat 500C – five times the normal size – is coming to the UK as part of a Europe-wide tour to promote the popular new convertible. It’s coming to the centre of London for an event entitled 'The Big Smile', from 28 August until 2 September, and will be situated on Oxford Street.
A giant Fiat 500C – five times the normal size – is coming to the UK as part of a Europe-wide tour to promote the popular new convertible.

The 5:1 scale model of the car has appeared before on Fiat’s International motor show stands around the world, but this latest version simulates the ‘open-top’ style of the 500C with a spectacular projection of the sky on to the inner lining of the car’s roof.

It’s coming to the centre of London for an event entitled 'The Big Smile', from 28 August until 2 September, and will be situated at a special venue called Parklife, on Oxford Street – one of the busiest shopping streets in the world.

The showcase will generate awareness of the new Fiat 500C and is designed to make people smile when they see it – much like the effect created when driving the real car.

The summer mood of The Big Smile event will be enhanced by bright internal hoardings recreating park scenes, deckchairs and plants, while roaming entertainers, free competitions to win the loan of a Fiat 500, stilt walkers and snack stalls will provide fun and refreshment.

Examples of the Fiat 500, 500C and 500byDiesel will also be on display.

“We are taking The Big Smile to one of the busiest areas of London and I am looking forward to bringing our special brand of fun to this wonderful city,” says Elena Bernardelli, marketing director, Fiat Group Automobiles UK.

“The huge Fiat 500C, and the whole event will create a great atmosphere and we’re anticipating six very happy days ahead.”

The Big Smile will be open at the following times:

28 August - 12pm - 8pm
29 August - 10am - 8pm
30 August - 10:30am - 8pm
31 August - 10am - 8pm
1 September - 10am - 8pm
2 September - 10am - 8pm

For more details on Big Smile Event see: www.fiat.co.uk/bigsmile

BSM and FIAT in Landmark Deal

BSM and Fiat have today announced their partnership which will see Fiat as the new fleet provider for BSM (the British School of Motoring), the UK’s most popular driving school. Fiat will provide 14,000 cars over the next four years, most of them the award-winning Fiat 500.

BSM and Italian car giant Fiat have today announced their partnership which will see Fiat as the new fleet provider for BSM (the British School of Motoring), the UK’s most popular driving school.

Fiat will provide BSM with 14,000 new cars over the next four years, most of them the award-winning Fiat 500 – Car of the Year 2008 – along with the popular Grande Punto model.

The fleet vehicle is the biggest depiction of the BSM brand, and the introduction of the stylish Fiat 500 design is intended to appeal to new learners by echoing the brand’s iconic feel. BSM will start to take delivery of the new fleet this summer and complete the exchange of all fleet by the end of the year.

BSM has a network of 94 UK driving centres from Inverness to Truro and teaches more than 130,000 learners a year. The agreement will make the Fiat 500 even more visible on Britain’s roads.

BSM is confident that the change of car will give new drivers a superior learning experience, with features including:

Manoeuvrability – the Fiat 500, with a length of just 3.5 metres and a turning circle of 9.2 metres, is easy to drive and offers exceptional manoeuvrability;
Safety – the Fiat 500 has more safety features than any other small car and achieved five stars in the tough Euro NCAP crash test programme;
Environment – the Fiat 500 engine meets the toughest Euro 5 exhaust emissions standards and has improved fuel efficiency when compared with BSM’s previous fleet. The 500’s 1.2-litre 69bhp engines returns 55.4 mpg on the combined cycle and emits just 119g/km CO2. The model is also available with eco:Drive which analyses driving styles and helps drivers use less fuel;
Visibility – the Fiat 500 model also offers greater visibility than the previous fleet, with a smaller dashboard and larger wing mirrors.

The new partnership will include a special offer for learner drivers wishing to purchase a Fiat once they have passed their test. The car manufacturer is offering an exclusive £500 discount on all new Fiat models to BSM learners, making the range even more accessible and economical for new drivers.

“We believe very strongly that the car we use for our fleet is the strongest depiction of our brand so it was of the utmost importance for us to find a car that shares both the heritage of BSM and the brand’s modern outlook and appeal,” says Abu Shafi, managing director, BSM.

“We feel that the partnership of BSM with the Fiat 500 has a great synergy and we are looking forward to introducing such an iconic fleet with an improved learning experience.”

“This fantastic new agreement puts an award-winning car alongside the best-known driving school in the UK, and I am delighted we are involved in it,” says Andrew Humberstone, managing director, Fiat Group Automobiles UK. “This puts us right where we want to be – in the High Streets of Britain’s towns and cities, demonstrating to new motorists the delights of driving a new Fiat.”

Explore the Fiat 500 here.