A few days ago, we headed to London to witness a magical moment, both literally and figuratively: the launch of the new Fiat 500x in collaboration with the wizard of the impossible, DYNAMO.
Personally a fan of DYNAMO, I was looking forward to meeting this incredible magician who walks the Thames, flies over the Shard and pulls off other amazing stunts.
Dynamo and Fiat, the association might seem surprising at first, but Dynamo is a huge star in London. And England is a key market for the Fiat 500. So much so that the Fiat 500 outsells the Mini in Europe, and especially in England.
The new FIAT 500X city crossover is a success story, positioned in an important segment for the brand, seducing and surprising. Its power, quality and design have won over a new target group. The 500x is a magic trick that takes the charm of the Fiat 500, a combination of heritage and design, to customers looking for a bigger, more powerful, more roadworthy car. It’s aimed at families, at those who want to buy their main car. The Xs of the 500 correspond to the best-equipped car in the segment in terms of active and passive safety, the only car with three transmissions. This makes it one of the best positioned cars on the market.
A few hours later, we were on our way to the venue. A huge venue in the heart of the Olympic Center. A cocktail party kept the guests waiting. A few minutes later, DYNAMO took to the stage for an absolutely magical 15-minute show.
Our magician of the impossible first plays with light, then little by little we see a car take shape, composed of the various gestures made by DYNAMO, as if he were drawing the car in lightpainting. And then, before our astonished eyes, the magic happens: the new FIAT 500x suddenly appears. I’ll leave you with the impressive film. We’re still looking for the trick.
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