Test a FIAT
Road Show in 22 locations, Polska /
April - September 2011
The Fiat brand has left a distinct mark on several generations of Poles, forever entrenching itself in their hearts with models that are as equally inseparable from Polish reality as bigos or pierogi. It’s all about the “Maluch” (“Toddler”) and the “Duży” (“Big”) Fiat (the Fiat 126 and 125 respectively). Although they are the cause of extremely mixed feelings among their former (and the few present) owners, they meet with absolutely no indifference.
Breaking off with the rich, though peculiar, traditions of factories in Tychy or Bielsko-Biała, Fiat Auto Poland decided to refresh the brand’s image among Polish citizens, launching the “Test the Fiat” project which took place in over twenty cities throughout Poland. Taking into account the integration that takes place on the international automotive market, the project featured (apart from the Fiat 500, Sedici, Linea, Punto Evo or Bravo) the Alfa Romeo sports cars – Mito and Giulietta. Additionally, the project presented offers of brands that are in the Fiat Group, like Abarth, Jeep or Lancia, which leaves no doubt about breaking off with the grey past.
Specially for the project, in the charming outdoor scenery offered by Polish landscapes, every city had a promotional area built. An undoubted ornament of such an area was a mutlimedia Freedomes dome tent. Inside the tent one could admire the models that added splendour to the 90th anniversary of Fiat’s presence in Poland – the Fiat 508 Balilla Spider and the Fiat 1800 – which constituted an integral part of the exhibition presenting the history of the Fiat Group.
Many Poles fondly recall their first holiday trips which were taken in none other than a Fiat car, although establishing a relationship similar to the one between a “Maluch” user and his automobile is barely repeatable. The Fiat brand definitely does everything it can to convince potential users that “old love dies hard (just like a “Maluch”).”
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