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Fiat Advances Into New Deal With The IAM


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SLOUGH, UNITED KINGDOM – Aug 13, 2010: Fiat Group Automobiles UK has just announced an affinity partnership with the IAM (Institute of Advanced Motorists), which aims to make advanced driver programmes readily available to FGA customers, and offers Fiat Group cars to IAM members at preferential rates.

This is one of several deals between Fiat Group Automobiles and other leading organisations, and follows recent agreements with British Cycling, the Football Association, BSM and Aston Villa Football Club.

Under the terms of the agreement, Fiat and Alfa Romeo dealerships will carry literature and information about the IAM. Special subsidised IAM advanced driving courses will be available to both fleet and retail customers. Linked to the MyFiat loyalty card, IAM members could additionally be able to benefit from other affinity partners and link into the driving, cycling and football initiatives.

FGA UK and the IAM are a perfect fit for each other – the IAM is a well-respected charity supporting the raising of driving and riding skills on the road, with more than 50 years’ contribution to road safety, while Fiat has a rich automotive history as one of the leading car makers in the world.

IAM members will be able to take advantage of generous deals on Fiat Group Automobiles’ entire range of cars, including the award-winning Fiat 500, new Punto Evo, Alfa Romeo’s sporty/compact MiTo and new Giulietta, and the Abarth 500 and Abarth Punto Evo models. With such a large IAM database, the deal will increase awareness of FGA brands among thousands of potential customers through special terms available to IAM members.

“IAM represents an excellent partner into the Fiat Loyalty card programme,” says Paolo Lo Monaco, Finance and Business Development Director, Fiat Group Automobiles UK & Ireland. “The IAM partnership will offer Fiat Group Automobiles the opportunity to attack both the retail and fleet markets, taking advantage of the IAM corporate and retail membership base, while Fiat Group Automobiles will be able to promote the IAM membership to its customers and other partners.”

“The IAM are delighted to form a partnership with Fiat,” adds Colin Paterson, Director of Marketing & Communications, IAM. “As the leading independent road safety organisation in the UK, our objective is to reach as many motorists as possible with our ‘advanced driving’ message, and this agreement can only help to strengthen our own market communication, as well as encourage Fiat, Alfa Romeo and Abarth owners to benefit from advanced driving skills.”