New and current fans of the Fiat brand joined Fiat North America as it celebrated Italian style and design at the Concorso Italiano®. The annual event, which focuses on Italian exotic and classic automobiles and motorcycles, took place at the Laguna Seca Golf Ranch in Monterey, California, on Friday, August 13.
“Concorso Italiano is a unique event that brings together an amazing collection of vehicles and enthusiasts who are truly passionate about Italian design and heritage,” said Laura Soave, Head of Fiat Brand North America. “With more than a century of history in which we have produced global icons such as the Cinquecento, Fiat is a proud sponsor of the Concorso Italiano, and we hope to build a relationship with all of these enthusiasts as the brand makes its way back to North America.”
As the presenting sponsor of the annual event, Fiat North America displayed the European version of the Fiat 500 as well as presented the award to the vehicle selected as “Best in Show.” A number of classic Fiat 500 vehicles, brought by the attendees, were also on display.
Patrons to the event were able to enjoy the ‘Fiat Mobile Experience’ – a unique display that hosts both a café station and a Fiat brand merchandise store. Fiat fans were able to enjoy complimentary gelato, espresso and cappuccino, served by baristas, while browsing through various Fiat-branded merchandise, housed in a unique store setting that was finished in Fiat red and white colors and staffed by merchandising specialists. The Fiat Mobile Experience display was constructed from a repurposed auto-shipping container and will be seen at other future Fiat shows and exhibitions in North America.
Each August, the Monterey Peninsula attracts 40,000 automotive enthusiasts to celebrate their passion for vintage, classic and exotic automobiles and their iconic designers. The opening event for this memorable weekend is the Concorso Italiano – a true Celebration of Italian Style™. Founded in 1985, Concorso Italiano is a gathering of all things Italian, especially Italian cars.
Concorso Italiano has evolved into a must-attend convergence of sophistication, taste and affluence and embraces all of the cultural elements of Italian style, including music, cuisine, fashion and travel. The event is centered on as many as 1,200 collectible Italian automobiles, motorcycles and boats. Non-Italian exotic and classic automobiles are also welcomed and represent a significant contingency as well. The Concorso emphasizes display and appreciation over competition, and although the cars are truly magnificent, this event is not just about cars; it’s about people, too, with almost 8,000 passionate and discerning enthusiasts attending from around the world.