Abarth Days 2019: over 5,000 Scorpion fans at Mind in Milan to celebrate the 70th anniversary
On Saturday 5 and Sunday 6 October, the largest official Abarth meeting in history took place in Milan, smashing the record set at the last edition: more than 5,000 fans and over 3,000 Abarth vehicles attended, taking part in 3,500 test drives in the new 70th Anniversary range. Figures that effectively sum up the success of a winning 2-day event which, in perfect Abarth style, treated visitors to fun, emotion and adrenaline, and featured the world première of the new Abarth 695 70° Anniversario, the most important tribute to the first seventy years of the brand. Undisputed queen of the event, the bold limited edition charmed all the participants with her new adjustable spoiler, green Monza 1958 livery and the Campovolo grey body-kit, a tribute to the racing world and history of the Scorpion.
The backdrop to Abarth Days 2019 was MIND (Milan Innovation District) where a race track of about 3 km was set up, offering a thrillingly rapid succession of straights, bends and chicanes. Adrenaline was at an all-time high for the fans, who were able to drive their own Abarth vehicles on the city track, test drive the new Abarth “70th Anniversary” range and step into the shoes of a co-driver on board the 124 rally beside one of the Abarth drivers. In this last case, a specific track was created to offer a taste of the performances of the powerful 124 Abarth rally, winner of the FIA R-GT CUP for the second year running.
The countless activities on offer characterised the 2-day event, along with the electrifying music played by the DJs on the main stage and there was truly something for fans of all ages: a BMX stunt exhibition, a display of the vehicles behind the history of the Abarth brand, the new Abarth range, gaming areas for young people and a kids area, as well as safe driving session with Abarth instructors and 595 specifically set up with skids. The areas dedicated to partners included the stands of Abarth Racing sponsors Sabelt, Manpower Exteris, LM Gianetti, EGV1 and Grom, along with a selection of “Abarth Authentic Accessories powered by Mopar”.
An “Online Abarth Day” took place at the same time as the real-world meeting at MIND with more than 1,000 published contents, starting from the reveal of the Abarth 695 70° Anniversario, for the first time simultaneously across Europe on Facebook Première that reached over 140,000 people.
The online community participated with more than 90,000 likes and comments on social media. The latest addition to the Abarth line-up was viewed 120,000 times.
Additionally, the event hosted Mopar® Express Care, the innovative authorised service, operating from a fully equipped mobile workshop set up on a Ducato base.
Performance, Fun and Heritage. Abarth Days 2019 undoubtedly confirmed its role as the most eagerly anticipated event for Scorpion fans from all over Europe, eager to share their passion for the Italian brand. Many of these fans are part of the ever increasing global Abarth community – currently comprising 77 official clubs (nearly double those of 2016) with over 5,000 members and many others belong to “The Scorpionship” community, that has been active for three years in the EMEA area with over 111,000 members and that can be joined free of charge on the website scorpionship.abarth.com.