Fiat 500 set for launch in UK

The Fait 500 is set for launch in the UK, with a ride in the London Eye pencilled in as a celebration.

Fiat recently won the European Car of the Year 2008 award for its latest model and is honouring the achievement with a unique event at the capital's top tourist attraction.

The car will take to the air in the London Eye on Monday January 21st at 8.00pm - exactly 500 hours into the New Year - raising its profile and allowing motorists in the UK to get their first glimpse of the new model.

Fiat UK marketing director, Elena Bernardelli, said: "It will be a great event, and we at Fiat are committed to making the country smile for the night."

The company will also be staging a celebrity ticketed event around the launch, featuring live bands, top presenters, and a fantastic light show.

"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," said Helen Bull, London Eye head of sales and marketing.