Every car maker wants...

Every car maker wants to see the sale of a new model get off to a flying start – but Fiat has taken it literally! In a stunt to drum up excitement about its hotly anticipated 500, the Italian firm is hijacking a London Eye capsule for the supermini’s public debut!

Exactly 500 hours into the New Year, on 21 January at 8pm, the recently voted Car of the Year 2008 will take to the air in one of the attraction’s pods. Live bands and a dramatic light show will also be staged around the launch.