Supermodel Jodie Kidd became the first person in the UK to take a Fiat ‘eco’ test drive in a new initiative designed to highlight the benefits of environmentally-friendly motoring.
“The Fiat 500 is a lovely car,” said Jodie Kidd. “And eco:Drive technology is absolutely right for the moment. People should be thinking more about their driving and the environment – it’s a great idea.”
The test uses eco:Drive, Fiat’s unique technology employing the widely acclaimed Blue&Me entertainment and communications system. Plugging a USB key into the Blue& Me port allows eco:Drive to record information about your driving style. Inserting the USB into a computer then shows how you performed and how you can become a more efficient driver.
“Test drives are, for some, questionable from an environmental perspective, yet everyone wants to test a car before they buy to make sure they like it,” said Elena Bernardelli, marketing director Fiat Group Automobiles UK. “Our test drive allows them to test the car, ascertains how they drive in environmental terms and gives them tips on improving, regardless of whether they buy from us or not.”
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