15 November 2018

Extraordinary Success for the Seven 2018 Abarth Days on the Most Beautiful Circuits of Europe

 

  • Seven appointments too good to be missed on seven European circuits brought together over 4,000 fans of the brand with the scorpion badge.
  • Over 3,000 test drives, on the road and on the track, in the iconic, new Abarth 595 range, developed to embody the dual personality of performance and style, and the adrenaline-fuelled Abarth 124 spider, the racing version of which (the 124 rally) is the recent winner of the R-GT World Championship collecting 40 or so category victories.
  • This edition was as exciting as ever with plenty of thrilling activities, including an authentic rally experience, laps on the track by the side of professional drivers, parades of classic Abarth cars, stunts and acrobatics, captivating DJ sets and animated gaming areas.
  • The success of the Abarth Days parallels that of the brand. The 124 rally won the World Championship in the R-GT category and sales are up by about 15 percent on 2017, also as a result of the new Abarth 595 range recently introduced at the Targa Florio.

 

Great success for the 2018 Abarth Days, the extraordinary official meetings that from May to October brought together thousands of fans of the scorpion badge on seven circuits across Europe - Salzburgring in Austria, Ouest Parisien in France, Circuito Vasco Sameiro in Portugal, Rockingam in the United Kingdom, Ascari Circuit Malaga in Spain, Driving Center Baden in Germany and Autodromo Vallelunga in Italy.

 

"Abarth sinks its roots and values in motorsports and the emotions that competition and racing fires up in all fans", commented Luca Napolitano, Head of EMEA Fiat and Abarth brand. "Today, Abarth fans come together in the Scorpionship. Our large community counts more than 100,000 members and the Abarth Days were organised precisely with them in mind - seven meetings dedicated to Abarth on seven race tracks across Europe. These meetings are simply too good to be missed. They are an opportunity to meet old and new friends and for everyone to express the passion for Abarth through their own cars. It is also the chance to savour and re-experience the typical values of Abarth - adrenaline, performance and style. For us at Abarth, they are also an excellent opportunity to meet the fans of our brand directly, because our supporters are the first ambassadors of our values and it is with them that we wanted to share these fantastic days of fun and excitement, obviously on the race track."

 

In total, 4,000 enthusiasts attended, over 3,000 test drives were organised, on the road and on the track, in the adrenaline-fuelled Abarth 124 spider and the new range of the iconic Abarth 595. The car embodies the dual personality of Abarth, with the fast 595 Competizione engineered for lovers of performance and unadulterated racing spirit and the 595 Turismo, on the other end of the spectrum, which winks to the typical style and comfort tradition of Italian GTs, with great attention to detail, leather interiors and the Urban Pack. The sound of the new version of the legendary Record Monza exhaust - standard on the new 595 Competizione and 595 Pista - drew plenty of attention during the Abarth Days on racing circuits across Europe.

 

The event was made even more exciting by the many new entertainment activities organised for the various meetings, such as the "rally experience" in which fans were invited to ride shotgun on the victorious 124 rally that, one year after its debut, has already won the R-GT World Championship scoring 40 or so category successes. There was also room for laps on the track coached by professional drivers, captivating DJ sets, animated gaming areas, parades of vintage Abarth cars, acrobatic displays featuring stuntmen and champions, like the famous motocross freestyler Vanni Oddera, who performed on the last Abarth Day on 27 October on the Vallelunga circuit (Rome).

 

The format is a winning and exciting one and this year also celebrated a significant development in the size the Abarth community in Europe, the Middle East and Africa. From 39 affiliated clubs at the end of 2017, there are now 58 official clubs (34 in Italy and 24 in the rest of the EMEA region). The passion for the brand with the scorpion badge is the one that also brings together the approximately 100,000 members of the "The Scorpionship" community (scorpionship.abarth.com). Furthermore, Telegram, the new social channel of the brand chosen for its less conventional nature, was recently launched in Italy: https://t.me/abarth_italia.

 

Not by chance, the success of the 2018 Abarth Days parallels that of the brand which has grown by 15 percent in Italy compared to 2017. The exploit was repeated on other major European markets. The brand is up 40 percent in Spain and about 30 percent in France and the UK. Abarth has always been capable of firing enthusiasm in motorsports fans. It is no coincidence that a large crowd accompanied the launch of the new Abarth 595 range, which was recently staged during the Targa Florio, the legendary race, informally known as the "Cursa", to which the Abarth legend is indissolubly linked. The decision to introduce the new 595 in the 2018 edition was also a tribute to the 110th anniversary of the founder's birth, as well as reasserting the time-honoured bond between the brand and its racing tradition.

 

Turin, 15 November 2018

 

 

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