Fiat Opens Gallery in the US

Fiat has landed in the US with the 500 model, but it would appear it would take much more than that to get the American customers accustomed to the Italian way of building cars. With the return of the Alfa Romeo brand to the US on track, sending the right message, wrapped in the right package, is of paramount importance for Fiat.

This is why the Italians decided to open what they call the Fiat Gallery in New York. The exhibition, which will be open for the duration of the New York International Auto Show (NYIAS, starting April 21), is meant to bring the American public closer to the “Fiat brand and culture.”

The Gallery will be open at 18 Wooster and will comprise just about anything, from artwork on the walls to the presence of a 2012 Fiat 500 Cabrio in the flesh (there on display for those who will miss the official unveiling of the model at NYIAS).

Alongside the Cabrio, Fiat will also display the Fiat 500 Lounge and Sport models and a vintage Fiat 500. An additional three 500 models will be on site to be used as test drive vehicles for all those interested in experiencing the model.

As for the art that will make up the exhibition, Fiat will bring to the Big Apple hoods and doors that were used by artists as their canvas, musical instruments made from automotive parts and Fiat 500 drawings by Roberto Giolito. An Italian lounge and cafe will also be on site for those planning to take a moment and relax.