New Fiat 500 to Launch with London Eye Flight and Glitzy Public Event (UK)

Fiat are to lay on an evening of entertainment in London this month, culminating in the 440ft high launch of the new 500 on British Airways' London Eye. Taking place January 21st at 8.00pm, the launch will be exactly 500 hours after the phenomenal fireworks display launched from the Eye to commemorate the New Year just three weeks prior.

Parked in one of the Eye's capsules, the Fiat 500 is to be serenaded by a 'fantastic light show' and an array of celebrities and top presenters, with live performances from a 'top music act'. "We at FIAT are committed to making the country smile for the night,” says Elena Bernardelli, Fiat UK Marketing Director.

Following the launch party, further activities and events are to take place from 22nd February thru 3rd February for those unable to make the night. Expect the Fiat PR team out in force on Southbank. Visit the BA London Eye Fiat launch event page for details on the night.

The Fiat 500, 2008's Car of the Year, will be available for order on January 21st priced from £7,900 on the road. Three trim levels will be available - Pop, Sport and Lounge - and three engine options specifiable - 1.2 petrol, 1.3 Multijet diesel and 1.4-litre petrol. Upgrades to both specification and engine are priced at £1,400 'each', with the range finished off by the £10,700 Sport and Lounge trim 1.3 Multijet and 1.4-litre models. Click through for a further explanation of UK pricing.