Apparently, it decided the best way to go about increasing brand awareness was to bypass traditional, land based avenues and take its cars to the water.
With each of the three custom-made boats – based on the Fiat 500, 500 Cabrio and 500 Abarth – described as “high powered”, Fiat says they entertained “thousands of surf fans during the competitions opening day”.
The Italian brand also confirmed the existence of a 500L-inspired boat, yet to be revealed.
The move differs from Fiat Australia’s plan to boost sales: in June it took the more conventional route of slashing the 500’s entry-price to $14,000 driveaway, making it one of the cheapest new cars on the market.
Earlier this month Fiat North America constructed a 500 Abarth Cabrio out of body-painted women to draw the eye of ESPN The Magazine readers.