The Fiat 500 is selling like hotcakes everywhere it's hit the market, but Fiat isn't about to sit back and let the product speak for itself. "Committed to making the country smile for the night", Fiat's British subsidiary is planning to debut the retro-mini in a capsule on the London Eye, the 443-foot Ferris wheel formerly known as the Millennium Wheel on the banks of the River Thames.

The 500, which has been winning award after award, will take flight on the wheel at precisely 500 hours into the New Year, on Monday, January 21, 2008 at 8 pm. The high-flying British premiere is one of several recent firsts for the 500 worldwide, having recently appeared in police guise in Amsterdam and been prepared for the track in Australia.

Follow the jump for the press release and an additional photo.

[Source: Fiat UK]


PRESS RELEASE
New Fiat 500 to launch with flight on the London Eye

FIAT Group Automobiles UK Ltd is launching its new FIAT 500 in the UK – with a flight in one of the capsules on the British Airways London Eye! The new Fiat 500, which has recently been voted Car of the Year 2008, will take to the air on Monday 21 January at 8.00pm – exactly 500 hours into the New Year.

FIAT is also staging a celebrity and showbiz ticketed event around the launch, featuring live bands, top presenters, and a fantastic light show.

FIAT UK Marketing Director, Elena Bernardelli, says: "It will be a great event, and we at FIAT are committed to making the country smile for the night."

London Eye Head of Sales and Marketing, Helen Bull, says: "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."