Fiat opens London “experience centre”

Fiat is opening a new “experience centre” in London to act as a focal point for its brand. The site, in Wigmore Street, marks a return to Central London for Fiat, which last operated a dealership in the city in 1995.

The two-storey centre, to be known as Fiat Marylebone, will double as an event venue for fashion shows, receptions and marketing activity. The venue will have ten full-time staff as well as a Fiat merchandise section.

As well as showcasing Fiat’s new range of cars – including the forthcoming Fiat 500 – the centre is also designed to “enlighten, inform and entertain” visitors.

Fiat UK managing director Andrew Humberstone says: “The London flagship will set a new benchmark for us. In allowing us to present our cars in a new way, it will give us the ability to satisfy customer needs in a manner befitting of such a large and influential city.”

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