Streamlines buying experience; features videos, blog and forums
13 July 2007

As of today, buying a Fiat is an easier, quicker and more involving experience, thanks to a new industry first website the brand has unveiled that allows you to build and specify your own car, work out the finance, even chat to Fiat itself, before setting foot in a showroom.The new site, available at, took seven months to build, in partnership with London agency AKQA. Right now, it’s easily the most sophisticated website of any car maker that sells models in the UK, and will become the blueprint for Fiat’s regional European websites in other countries.

World first: one-screen car configuration

While car configurator tools on manufacturer websites are nothing new, Fiat’s new website features the first of a new breed that allows you to spec up your new car, from model right through to options and accessories, on the same screen. It’ll also send those details direct to your dealer, to save you the hassle of going through it all again in the showroom.

Other neat features

Fiat’s new online marketing division Fiat Digital has clearly invested a great deal of effort in streamlining and simplifying the user experience. The site is loaded with help functions and advice features designed to help you choose the right model, and to look after it once you’ve taken delivery.There’s a payment planner feature too, which helps you work out the best way to finance your new car, and in an industry first, Fiat has even included a live chat real time communication line with Fiat’s customer services, as well as a blog from Fiat HQ, and a forum for the use of Fiat owners and enthusiasts of the brand.Fiat UK managing director Giulio Salomone explaining the thinking behind the new ‘site: “our strategy is to embrace the latest technology to create an environment that is captivating, innovative and customer-focussed. Every aspect of the website has been designed to make the experience a pleasure for the user and to immerse them in the Fiat brand.”“Right now, we believe this is the most sophisticated and usable website of its kind,” he went on. “Within two months, it may not be, but for now, Fiat is ahead of the curve.”

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