BEVERLY HILLS, Calif. - The Rodeo Drive Committee, in conjunction with the City of Beverly Hills, presented the 2011 Rodeo Drive Concours d’Elegance, a unique showcase of classic collector cars on the world-renowned shopping street. The annual Father’s Day tradition celebrated “The Art of Italian Motoring,” and helped commemorate Italy’s 150th anniversary of the Unification of Italy. More than 100 vintage Italian cars and motorcycles were on display, lining Rodeo Drive north of Wilshire Boulevard.
As the honored marque, FIAT featured the 2012 Fiat 500. FIAT displayed 14 “Cinquecento” vehicles in all 14 exterior colors, as well as the vintage Fiat 500. Fiat also offered ride-and-drive opportunities for guests in the 2012 Fiat 500.
“FIAT’s brand participation in the 2011 Rodeo Drive Concours brought another level of excitement for our spectators as they were able to experience the latest in Italian motoring,” said Bruce Meyer, Chairman of the Rodeo Drive Concours d’Elegance. “This annual event has been a Father’s Day tradition for thousands of Southern California residents, car collectors and aficionados, and this year’s selection of world class Italian entries was one of the best.”
In addition to FIAT, other classic Italian cars on display included Alfa Romeo, Ferrari, Lamborghini, Lancia and Maseratis, as well as legendary Italian motorcycles including Ducati, Lambretta, Moto Guzzi and Vespa.
Other modes of Italian transportation on display included a rare chance to view an authentic 38-foot gondola from the canals of Venice, Italy. Additionally, GEARYS Beverly Hills featured a spectacular display for guests of a classic Italian car balancing on four porcelain espresso cups designed by Richard Ginori.
The Rodeo Drive Concours d’Elegance was part of “LA DOLCE VITA Beverly Hills” celebrating Italian automobiles, cinema, jewelry, cycling and cuisine. Partners included, the Consulate General of Italy, Los Angeles in collaboration with Italian Trade Commission and Italian Ministry of Economic Development. Platinum sponsors of the event included, Ferrari USA, The Auto Gallery, Beverly Hills Conference and Visitors Bureau, The City of Beverly Hills, and Rodeo Drive Committee. GEARYS Beverly Hills, IWC and Beverly Hills Rent A Car were gold sponsors. Silver sponsors included, Beverly Wilshire A Four Seasons Hotel, Brooks Brothers, Lladro, Luxe Hotel, Petersen Automotive Museum and Seguso. Media partners for the event included, The Beverly Hills Courier, Haute Living, Sports Car Market and Garage Magazine.
The FIAT brand stands for discovery through passionate self expression. It encourages people to be in charge of their lives, live confidently and celebrate the smallest of things with infectious incitement; starting with the North American introduction of the iconic Fiat 500 or Cinquecento. A small car that lives big. Italian at heart and rooted in a rich heritage, it is a car synonymous with modern simple design blending form, function and a pride of ownership that is genuine.
Since its initial launch in 2007, more than 500,000 Fiat 500 vehicles have been sold in more than 80 countries around the world. In addition to success on the sales front, the Fiat 500 has earned more than 60 international awards, including being named the 2008 European Car of the Year, 2009 World Car Design of the Year, Best New Engine of 2010 (FIAT MultiAir® Turbo).
About Rodeo Drive
Rodeo Drive, internationally recognized as the intersection of fashion and entertainment, is a unique destination for both Southern California residents, as well as visitors from around the globe. The more than 100 distinguished retailers all help create an unparalleled atmosphere only found on the three blocks of this famed street.