Fiat Group Automobiles UK has announced an affinity partnership with the IAM (Institute of Advanced Motorists), which aims to make advanced driver programmes available to Fiat customers, and offers Fiat Group cars to IAM members at preferential rates.
Under the terms of the agreement, Fiat and Alfa Romeo dealerships will carry literature and information about the IAM.
Special subsidised IAM advanced driving courses will be available to both fleet and retail customers. Linked to the MyFiat loyalty card, IAM members could additionally be able to benefit from other affinity partners and link into the driving, cycling and football initiatives.
“IAM represents an excellent partner into the Fiat Loyalty card programme,” says Paolo Lo Monaco, finance and business development director, Fiat Group Automobiles UK & Ireland.
“The IAM partnership will offer Fiat Group Automobiles the opportunity to attack both the retail and fleet markets, taking advantage of the IAM corporate and retail membership base, while Fiat Group Automobiles will be able to promote the IAM membership to its customers and other partners.”
Colin Paterson, director of marketing and communications, IAM, added: “As the leading independent road safety organisation in the UK, our objective is to reach as many motorists as possible with our ‘advanced driving’ message, and this agreement can only help to strengthen our own market communication, as well as encourage Fiat, Alfa Romeo and Abarth owners to benefit from advanced driving skills.”
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