Motor manufacturer Fiat is to launch its 500 model with style – by launching it into the sky in a British Airways London Eye capsule.
Already Car of the Year 2008, the car is set to cause even more waves when it enters the skyline – and the stratosphere – on Monday January 21st.
Elena Bernardelli, Fiat UK marketing director, commented that "it will be a great event".
"After celebrating 2008 with a phenomenal firework display, what better way to continue the party than with a fantastic event only 500 hours into the New Year, with 2008’s Car of the Year," commented London Eye head of sales and marketing Helen Bull.
Italian automaker Fiat was originally founded by investors in 1899 in the city of Turin.
The company’s name is an acronym for Fabbrica Italiana Automobili Torino (Italian Automobile Factory of Turin).