Supermodel goes eco
March 17th, 2009 by Richard Aucock
MODEL Jodie Kidd has proven that going green can be sexy, by taking a Fiat ‘eco’ driving test!
The supermodel is the first person in the UK to do so, and used a Fiat 500 in the pilot scheme.
It’s currently being run in 10 London Fiat dealerships – and, if it’s a success, it’ll go nationwide.
The ‘eco’ driving test is similar to a regular test drive, but utilises Fiat’s eco:Drive feature. This is incorporated in the Blue&Me system fitted to the 500, Grande Punto and Bravo.
It and allows drivers to download their economy driving profile to a home computer via a USB pen drive.
Drivers are awarded marks out of 100 and, as with F1 style racing telemetry, are graphically shown how they can get more to the gallon. Step-by-step tutorials are also available.
But why has the initiative come about? ‘Test drives are, for some, questionable from an environmental perspective, yet everyone wants to test a car before they buy to make sure they like it,’ said Fiat’s marketing director, Elena Bernardelli.
‘Our test drive allows them to test the car, ascertains how they drive in environmental terms and gives them tips on improving, regardless of whether they buy from us or not.’
It gives Fiat dealers huge local marketing potential…
Kidd was certainly taken with the concept. ‘eco:Drive technology is absolutely right for the moment. People should be thinking more about their driving and the environment – it’s a great idea.’
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