THE LEGEND

THE LEGEND

Established in 1899, Fiat (Fabbrica Italiana Automobili Torino) now distributes its 21 brands in over 160 countries. The Group, with 203 plants and 118 research centres, employs 190,000 people worldwide and posted total revenue of 50.1 billion euros in 2009.

All of the sectors in which the Fiat Group operates are active in France, from cars, with the Fiat, Fiat Professional, Lancia, Alfa Romeo, Abarth, Ferrari and Maserati brands, to tractors and public works machinery (CNH), as well as industrial vehicles (Iveco), engines and transmissions (FPT) and other components and equipment suppliers (Comau, Teksid and Magneti Marelli). In all, Fiat has almost 10,000 direct employees in France in its 44 plants, training centres, research centres and headquarters. Since April 2010, numerous European countries, including France, have also started to provide sales and after-sales service for the Chrysler, Jeep and Dodge brands.

On April 30, 2009, Fiat S.p.A. and Chrysler LLC announced an alliance under which Fiat was to acquire a 20% shareholding in Chrysler, which could be raised to 35% in the future. On June 10, 2009, the two groups confirmed that they had finalised this alliance and established a new Chrysler entity, immediately operational and with full access to resources, technology and with a global distribution network.

This picture is set to change further by the end of the year, with Sergio Marchionne's announcement, on April 21, 2010, of the separation of the automobile (New Fiat) and industrial (Fiat Industrial, due to be listed on the Milan Stock Exchange) activities.

THE CREATOR

THE CREATOR

Esprit d’avant-garde, élégance et tempérament font de Lancia une marque à part depuis près de 103 ans. Des voitures puissantes, élégantes et confortables qui ne suivent pas les tendances mais les devancent et cultivent leur anticonformisme.
Lancia a d’ailleurs été la première marque à doter ses modèles d’astuces technologiques révolutionnaires : équipements électriques, freins à disques et boîte 5 vitesses entre a BLA BLA BLA.

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THE LEGEND

THE LEGEND

A spirit and image built with an avant-garde approach and commitment to driving pleasure, have for the past 103 years incarnated an idea of glamour, instilled with authenticity, aesthetic refinement and innovation.

For automobile enthusiasts or quite simply for those who see their car as a vehicle for new sensations, Lancia offers a unique driving experience and a philosophy tinged with refined elegance and a bold character.

Lancia is the automaker that has contributed the most to progress in the industry through its many technological innovations: electric equipment, disc brakes and the five-speed gear box, to name but a few. It is also a brand, with a glorious sporting past, boasting 11 rally championships and, above all an unforgettable DNA which has always been embodied through the brand’s glamorous, modern, distinctive and audacious designs.

From the cheeky and irreverent Ypsilon, to the original compact and spirited Delta saloon with its racy and powerful styling, Lancia has cultivated a certain idea of the automobile somewhere between authenticity, performance and elegance.

THE CREATOR

LE CRÉATEUR

Several million kilometres ago, or more precisely on November 29 1906, a young Italian racing driver turned his love of cars into an automobile brand. This marked the start of one of the 20th century’s finest adventures. While it is true that Lancia’s history is often marked by audacious choices and, at times, surprising intuition, the brand's true essence is above all else instilled with a touch of genius: that of Vincenzo Lancia, a determined and passionate man. He aimed to make each of his cars radically different to all others.

For him, automobiles were a product for connoisseurs with the ability to recognise and appreciate creativity and beauty.

Vincenzo Lancia knew that to change the rules, he first had to have total command over them. He knew that he had to strike a balance between technology and refinement before even starting to integrate them. It is on this heritage that the Lancia's of the past, present, and particularly of the future, are built.

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THE LEGEND

THE LEGEND

The “Società Anonima Italiana Automobili Torino” was created in 1899. Giovanni Agnelli led the management of the company thanks to his energy and vision.

Agnelli wanted to build cars “for the people” accessible to everyone. Throughout the century, he built the Fiat empire selling highly efficient small cars. In the '50s, the italian economic boom made Fiat the symbol of the so called “Italian miracle”.

Today, coherent with its original goals, the brand continues to create compact, young, colourful and fun cars with a strong emphasis on environmental protection. The Start/Stop™ technology and the MultiAir system are now fitted to all the automaker’s models. Very soon, Fiat 500 will be equipped with the revolutionary TwinAir system and will only generate 95g/km of CO2.

THE CREATOR

THE CREATOR

Giovanni Agnelli left a permanent mark on the history of italian automobile. A soldier by training, he rapidly developed a passion for mechanical engineering and its applications.

He was a visionary entrepreneur, submerging himself in the Fiat adventure at the beginning of the XX century, and transforming the small size Italian company into a leading industrial empire.

At the end of the Second World War, he bequeathed the succession of the Fiat empire to his grandson who bore the same name, Gianni (short for Giovanni)… and in doing so established one the century’s most brilliant dynasties.

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THE LEGEND

THE LEGEND

Since its beginnings, Alfa Romeo has always expressed sporting values combined with a combative spirit. A pioneer in automobile racing, it saw drivers like Enzo Ferrari and Juan Manuel Fangio excel behind the wheel of its cars.

Throughout its 100 years of existence, Alfa Romeo has won many prestigious victories: Automobile World Championship in 1925, and 2 Formula One World Championships in 1950 and 1951.

Today, Alfa Romeo combines performance with aesthetics in its Alfa Spider, 8C Competizione and the new Alfa Giulietta models.

THE CREATOR

THE CREATOR

The Alfa Romeo adventure began in 1910 in Milan with the creation of A.L.F.A (Anonima Lombarda Fabbrica Automobile) by a group of industrialists.

In 1915 the engineer Nicola Romeo acquired A.L.F.A. and this was the start of the flamboyantly designed models. A succession of creators of singular genius followed, leaving their mark on each new model: Zagato, Giugiaro, Bertone, to name just three, designed such iconic models as the Alfa Spider, Alfa Brera, Alfa Giulia and Alfa GT.

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THE LEGEND

THE LEGEND

Maserati has always played a leading role on the automobile scene. Since its very beginnings, Maserati has always distinguished itself thanks to the performance of its racing cars, its technological innovation, and the comfort, style and elegance of its cars.

From the 3500 GT to the Mistral, from the Ghibli to the first Quattroporte, the world’s fastest saloon unveiled in 1963, and through to the current range that includes the Quattroporte, GranTurismo and GranCabrio.

Maserati’s sporting achievements include several world records, two consecutive wins at the famous Indy 500, one F1 World Championship with Juan Manuel Fangio, and since 2004, twelve FIA-GT championship titles with the MC12. From the racing track to the open road, Maserati is continuing to focus on the exclusive luxury car segment, setting its sights on ever more ambitious goals.

THE CREATOR

THE CREATOR

Alfieri Maserati was born in Voghera, Lombardy (Italy), on September 23, 1887. He was the fourth of seven children.

On December 1, 1914, he established the Alfieri Maserati company in Bologna and prepared the racing cars of other manufacturers. The first Maserati, the Tipo 26, appeared in 1926. It was first raced in Targa Florio by Alfieri himself, who took the first place in his category.

Other cars followed, such as the V4, the 8C and the 4CTR. In 1932, after Alfieri’s death, the Maserati © brothers took over the adventure started by their brother, continuing even in 1937 when the company was sold to the Orsi family and moved to Modena.

Alfieri Maserati was an experimenter and an innovator and these same two qualities are still evident in all its models.

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THE LEGEND

THE LEGEND

Driven by an undisputed passion for mechanical engineering and racing, the Abarth brand built its post-War reputation through car racing and rapidly clocked up numerous victories.

Its racetrack performance enabled Abarth to transfer its expertise to models developed for consumers as early as the 1950s. And so began the story of a man, a brand and his loyal customers..

THE CREATOR

THE CREATOR

Born in Austria to an Italian father, Carlo Abarth initially expressed his passion through motorbikes. His automobile career can be measured by his many successful designs and racetrack appearances.

Abarth & Co was established in 1949. Carlo channelled all his energy into achieving the highest level of performance, mechanical of course but also aesthetic. His unwavering success lives on.

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THE LEGEND

THE LEGEND

The Willys MB produced in 1941 was the first Jeep® to be sold. The cornerstone of the Allies’ success, it led to the creation of numerous civilian “versions” after the War. These first utility and leisure vehicles soon became a common sight across the great open spaces of America with the 4x4 and pickup versions. For nearly 70 years, Jeep® and the products in its range (from the Wrangler to the Grand Cherokee) have been synonym of freedom, technical mastery, authenticity and adventure all over the World.

THE CREATOR

THE CREATOR

An exception in automobile history, the Jeep® was not the result of one man’s passion but rather of an order placed by the US Army. In 1940, the US Army needed a new type of vehicle: light, solid and suitable for all types of terrain.

The Willys MB won the call for tender and several thousand were subsequently manufactured. The name Jeep® is most probably derived from the initials “GP” that stand for “General Purpose”, referring to the vehicle’s multi-purpose use on all types of terrain.

Other specialists think that Jeep® is a reference to Eugene the Jeep, a small cartoon character who could go anywhere and do anything. Seventy years after its creation, the Jeep® brand has still not revealed all its secrets!

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