[cleeng_content id=”947841722″ description=”99 cents or 10,000 hours. The path to being an expert can be easy or hard. ” price=”0.99″]Fiat will join BMW, Audi and Volvo in using yacht racing to promote environmental credentials to a desirable demographic. Organisers of the Route du Rhum – La Banque Postale 2010 have announced that Fiat will become an Official Grand Partner of the race.
In a very Italian spin on branding, the Fiat group describes the values represented by sailing that are shared by the company as being: surpassing oneself, respect for adversaries and the search for excellence.
As well as modern reasoning, there is a tradition that is being carried on by the involvement of the Fiat Group in sailing. Gianni Agnelli, son of the Fiat Group’s founder, was himself a lover of the sea and loved steering his great yacht “The Stealth”. More recently, partnerships with Giovanni Soldini, the maxi yacht Alfa Romeo, a partnership between Lancia and the Monaco Yacht Club, as well as a recent deal that sees World Champion Moth sailor Simon Payne become a brand ambassador for Abarth, all illustrate the Fiat Group’s attachment to the sailing world.
Within the group, it’s the Fiat brand that is to be showcased in the Route du Rhum – La Banque Postale race. Fiat will provide vehicles for organisers of the race.
The reasoning for the partnership is to promote Fiat’s environmental commitments. According to a study carried out by the independent organisation JATO, there has been a substantial decrease in C02 emissions by the company: from 133.7 g/km at the end of 2008, Fiat’s average emissions were cut to 127.8 g/km by the end of 2009. This result shows Fiat’s commitment to improve respect for the environment and signifies a sustainable strategy focused on the development of new technologicalsolutions that will help reduce fuel consumption and therefore CO2 emissions.