The Italian firm has officially launched the critically acclaimed Fiat 500 in the UK, but the glamourous event held on the London Eye has been criticised by many customers, who were refused entry.
For those lucky enough to get in, the event was as spectacular as Fiat could have hoped. Celebrities were seen at every turn and Fiat successfully sent a 500 to the top of the Millenium eye exactly 500 hours into 2008, where it will stay for the next eight days.
However, many customers who had been told their names would be given entry to the car's star studded launch, were left disappointed when they were turned away.
It's unlikely this will affect the thousands of orders that Fiat has received for its fashion-conscious hatch, but there will certainly be some people left lacking faith in the company's dealers.