For the first time since Fiat took over Jeep parent Chrysler Group last year, Fiats and Jeeps are displayed in the same Fiat S.p.A.-owned store. Abarth, Alfa Romeo, Lancia and Maserati brands are currently being showcased at the recently opened Fiat's Motor Village megastore along Champs-Elysees in Paris.
Fiat's flagship dealership, which opened only last week, is located in the city's best-known street. Other carmakers found in this street are the following: Citroen, Mercedes-Benz, Peugeot, Renault and Toyota.
It's no wonder that carmakers want to set up shop in this area. Each year, 180 million visitors go to the Champs-Elysees. Most of those who visit from April to September are not residents of France.
This area is also the only place in the world where carmakers can be found so close to fashion and luxury brands, including Louis Vuitton, Hugo Boss and Cartier. It was four years ago that Fiat actually conceptualized this Motor Village idea because it wanted a new kind of flagship store.
In July 2006, the Mirafiori Motor Village in Turin opened -- the first store. Fiat's Paris store is found near Rond-Point, a roundabout with several fountains at the junction of Avenue Franklin D. Roosevelt and the Avenue Matignon-Montaigne. In a statement, Fiat said that the Paris Motor Village was designed to allow visitors to experience Italian life past, present and future.
The interior, designed by Jean-Michel Wilmotte, features a 14-meter-tall glass tube that displays cars from the Fiat Group brands. Visitors get to see unique points of view depending on the position of the cars. Enhancing the visual impact further is an array of giant mirrors that gives the illusion of looking through a giant kaleidoscope. [via autonews - sub. required]