Click above for a high-res gallery of Jodie Kidd with the Fiat eco:Drive

Ever hear of an advertising award given to a piece of software that helps drivers save gas at the pumps? That's what Fiat's eco:Drive recently did, and the organizers of the Cannes Cyber Lions, a major event in the advertising industry, didn't praise the software's ability to analyze driver habits wins but instead the way it established a new kind of relationship between consumer and car. The prize was one of the three Grand Prix awarded during the Cannes Cyber Lions.

Since the eco:Drive concept was the object of praise, the organizers set aside the technological side of eco:Drive, including the way it gathers information from the vehicle and how it has been driven into a USB drive that is then plugged into your computer. Using this information, the system gives a detailed analysis of the driver's performance, along with suggestions on how to improve efficiency even further by changing driving habits. Models like it, too.

[Source: Fiat]

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