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24 Feb 2022

The new Abarth AVAS sound roars for the Scorpion community

“Abarth Performance Creator”, a new collaborative tool on the brand’s social media channels which will allow fans to co-create, alongside its stylists and engineers, the Abarth of the near to mid-term future.

The new Abarth AVAS sound roars for the Scorpion community

 

  • “Abarth Performance Creator”, a new collaborative tool on the brand’s social media channels which will allow fans to co-create, alongside its stylists and engineers, the Abarth of the near to mid-term future.
  • The first interaction between a brand developing future products and its community. The first chapter is dedicated to the new AVAS sound of Abarth and the sounds made to underline the switch on/off phases.
  • Three sounds rooted in the brand’s legacy values but created to carry the brand into the electric and playful future.
  • Other social engagements initiatives are to follow, allowing fans to fully experience its values of Style and Performance.

 

The Scorpion community has always been one of the brand’s cornerstones. It is a growing community with more than 160,000 Abarthists across the world, that shows its affection for the brand, its history, and its founder with great pride, while it experiences the values of Style and Performance. It is like a big family which participates in every Abarth event and closely follows the creation of its future models. This led to the decision to directly ask the fans for an opinion on what its future vehicles should be like.

"Our disruptive and unique strategy is to increasingly involve the Scorpion community to "design" the future of the brand together." explained Olivier Francois, FIAT & Abarth Chief Executive Officer and Global Chief Marketing Officer of Stellantis. “We have decided to start with the AVAS sound because we want to turn a conventional legal sound into an Abarth signature! We want to know what the vehicles should be like, what they should sound like or which driving experience they should provide. That’s why we have created the “Performance Creator” on our social media channel, an interactive tool that can give our many fans the chance to co-create our future in the pursuit of our shared values of Style and Performance - those which have always distinguished us on the sports car market.”

It starts today with a preliminary online survey - on Abarth’s official Facebook, Instagram and TikTok channels - which will inspire the new Abarth AVAS sound.

The AVAS (Acoustic Vehicle Alert System) is an acoustic warning for pedestrians that signals, for safety reasons, the passage of a battery-powered vehicle below 20 km/h. For Abarth, even this detail, so important, goes beyond simple technical execution, becoming a creative tool to express its distinctive and playful style. And as always, the brand's approach is disruptive, so much so that it asks its fans for their opinion. In this way, a cold homologative and normative constraint is transformed into a sound recognizable by Scorpio fans.

On the "starting grid", there are three electrifying Scorpio roars, a signature trait which goes way back in Abarth's history. Indeed, on the international automotive scene, the sound of the Scorpion is its unmistakable signature, that brings the brand's sportier soul on everyday roads.

The first sound is entitled "NEXT TRACK” and takes inspiration from the combination of performance and innovation of Formula E, accompanying the best 0 to 100 km/h acceleration with zero emissions. The name of the second sound, "CYBER FUN", appeals to a younger audience and evokes a digital experience, derived directly from the world of video games, promising performance, and fun, even before hearing it roaring in the speakers. Finally, the third proposed sound, rebellious, and performing like rock music, is called "ROCK'N ROAR". The sound, accentuated by bold rock guitars, reflects the most transgressive and unconventional soul, inherent in the musical genre and in the cars of the Scorpion, and at the same time immediately transmits to the user those sensations that can be experienced on board any Abarth. It is therefore a promise of pure emotions born at the dawn of the brand, maintained today through the values of Style and Performance, and which will be reaffirmed in the mobility of the future signed Abarth.

 

The Abarth Community Worldwide

The Scorpionship community - which you can join for free at abarth.com/scorpionship - currently has more than 160,000 members, including fans and owners. Worldwide there are currently 93 official clubs in 22 countries in 4 continents. A passion that knows no bounds, as demonstrated by the conquest of a Guinness World RecordsTM at the end of 2020, on the occasion of Abarth Digital Day. In order to obtain the prestigious certification, the Abarth enthusiasts gathered on the web, giving life to a spectacular online event that has become the largest digital gathering in the world: in the space of one hour, 868 photos of their car were posted on the dedicated Facebook page.

 

Abarthists, let’s co-create!

 

Turin, 24th February 2022

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