Abarth 500 Press Launch

The launch of the Abarth 500 was eagerly anticipated by the UK press, as it brought together the sporting pedigree of Abarth and the iconic Fiat 500, Car of the Year 2008.

The launch took place in Poole, Dorset during February 2009. A location chosen as far south as possible so as to overcome potential bad weather. Journalists overnighted at a superb Poole Hotel, with a short presentation followed by dinner. The following morning they drove the vehicles on a demanding road route before arriving at the famous Gurston Down Hillclimb. Here they put both the Abarth 500 and Esseesse through their paces with instructors on hand to show the driving abilities of the cars.

The whole of the UK was blanketed in snow as was Gurston Down, but with snow ploughs and gritters the team kept the hillclimb open throughout, and the event was 100% successful.