Fiat is to use the London Eye landmark to launch its new 500 retro-look trendy city car.
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The model will make its UK public debut by taking to the air at 8pm on Monday 21 January – 500 hours into the New Year – riding in one of the capsules on the giant ferris wheel which was the focus of a spectacular New Year fireworks display in the capital.
Fiat UK is also staging a celebrity and showbiz ticketed event around the launch, featuring live bands, top presenters, and light show.
Marketing director Elena Bernardelli said: “We are committed to making the country smile for the night.”
