"THE POWER OF X” UK TOUR FEATURING FIAT 500X AND DYNAMO KICKS OFF THIS WEEKEND

• FIAT has partnered with famous magician Dynamo to star in the build up to the launch of the FIAT 500X in the UK in April
• The artist and the new crossover feature in an extraordinary 360-degree VR test-drive experience using special 3D headsets
• The tour visits six UK city-centre locations in February and March, starting today in London's Covent Garden
• The VR experience is a collaboration between FIAT, Dynamo and Framestore, the British Oscar-winning SFX studio
• More information on the "The Power of X" initiative is available at the dedicated site: thepowerofXtour.co.uk

The "The Power of X" tour, featuring the FIAT 500X and world-famous magician Dynamo, kicks off in the UK. Having already visited 68 European cities, the UK leg of the tour brings the FIAT 500X and Dynamo's immersive VR experience to London's Covent Garden on February 13 and 14, before moving on to Cardiff (Queen Street, February 15), Birmingham (Victoria Square, February 21), Manchester (Piccadilly Gardens, February 22) and Newcastle (Grainger Square, February 28), before making its final stop in Glasgow (Silverburn, March 1).

Participants in the #ThePowerOfX tour are taken on a double journey to discover the new FIAT 500X: not only are they able to get up close and personal with the new crossover they can also take part in an immersive digital experience thanks to a special Virtual Reality headset, which reproduces a 360-degree environment in ultra-high resolution 3D. Users will be part of the first ever virtual reality magic experience, produced in collaboration with FIAT, Dynamo and Framestore - the two-time Oscar®-winning, British special effects studio.

Everyone is welcome to drop in and explore the "The Power of X" tour events but by registering online at thepowerofxtour.co.uk visitors will be given priority access at their chosen location, allowing them to skip the queues. Once there, they will be given a wristband with a unique chip which will not only allow them to gain access to the facilities, it will also enable the cameras installed at the event to recognise each individual and compile a unique and personalised video of their experience.

At the same time, dealers throughout the UK will host special preview weekends where people can enjoy the same VR test drive experience with Dynamo and see the FIAT 500X in the metal for the first time. The beginning of the tour also coincides with the official opening of the FIAT 500X order books, enabling the 82,000 "hand raisers" who have so far expressed an interest in the new crossover to create their perfect FIAT 500X using the online configurator and place their order for one of the most hotly-anticipated new cars of the year.

Visitors to both FIAT dealerships and city-centre tour locations will also be able to recreate Dynamo's incredible virtual experience at home using a cardboard toolkit that will be given as a gift to all participants. Comprising a piece of carefully folded cardboard containing a pair of lenses and used in conjunction with a designated smartphone app, the headset becomes a virtual reality headset in its own right, allowing people to experience "The Power of X" in their own homes.

The arrival of "The Power of X" tour in the UK was marked by an exclusive event at the Copperbox Arena in London where Dynamo performed a one-off, never-to-be repeated illusion, making a FIAT 500X appear on stage in front of more than 1,000 astonished guests. Video of the illusion is available to view here: www.youtube.com/FiatUK

The FIAT 500X range at launch kicks off with the 140hp 1.4-litre MultiAir Popstar, priced from £17,595 OTR, when the first right hand-drive models arrive in showrooms nationwide on April 17. An entry-level 1.6 Pop joins the range shortly thereafter priced from £14,595 OTR. For more information visit 500x.FIAT500.com or search for #ThePowerOfX

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About FIAT 500X:

The all-new FIAT 500X is a crossover not only in terms of vehicle segments, but also in terms of its appeal. With two distinct flavours on offer, there is a 500X to suit every need and taste: Drivers with a fun-loving, spirited, metropolitan outlook can opt for the elegant Pop, Pop Star and Lounge trim levels, while stylish, active adventures can opt for the chunkier, rugged version in Cross and Cross Plus specification. The FIAT 500X is available to order now, with broad range of engines and transmissions, including all-wheel drive and a segment-leading nine-speed automatic, are available. Prices for the FIAT 500X 1.6 Pop will start at £14,595 OTR when that version becomes available shortly after launch.

About Dynamo:

Steven Frayne, AKA Dynamo, was born in 1982 and grew up in Bradford where he learnt to perform illusions from his great grandfather to deter school bullies. Encouraged by an appearance in a 2006 Channel 4 documentary Estate of Mind, he honed his magic skills to such an extent that by July 2011 he was headlining his own TV series, "Dynamo: Magician Impossible". Watched by over 250 million people in 180 countries, Dynamo is now a global icon with more than 4.9 million Facebook fans and 2.3 million Twitter followers. His incredible feats include walking on the River Thames, predicting the outcome of the World Cup, levitating above Europe's tallest building and making a FIAT 500X appear on stage.

FIAT Group Automobiles UK Press Office Contacts:
Conor Twomey - FIAT, Alfa Romeo, FIAT Professional +44 (0)1753 519403 conor.twomey@FIAT.com
Puneet Joshi - PR Officer all brands UK & Ireland+44 1753 519591 puneet.joshi@FIAT.com