Thanks to the very close relationship between Fiat and Ferrari, brands united by the Agnelli family before and by the surname Elkann today, a consolidated winter tradition which brought the Maranello drivers engaged in Formula 1, owners and test drivers, to get on the Turin cars on the market. It wasn’t that rare to come across a Michael Schumacher alongside Fiat Stylus, or even in a Rubens Barrichello ready to pose next to a very common one Panda.
Today, with Covid and with a different calendar for the Formula 1 championship, it is rarer to see the original drivers involved in promotional initiatives of this type. In the past Madonna di Campiglio it was a usual destination for the standard bearers of the Prancing Horse, with the drivers who had to take part in photo sessions alongside the Fiat cars specially brought for the occasion. Here are some examples in the gallery below.
In 2004 Michael Schumacher was able to drive one Fiat Idea also at the Race of Champions: an initiative that makes you smile and that does honor to both. The challenges aboard the tracked Pandas, on the snow of Madonna di Campiglio, also accompanied the drivers of the generation following that of the seven-time German champion, in particular Felipe Massa and Kimi Raikkonen, later Alfa Romeo testimonials. Also Luca Badoer and Marc Gené on several occasions they were the protagonists of the winter meetings that mixed the Fiat and Ferrari brands, while among the cars ‘presented’ in the snow-covered version there are the Panda Cross, the Campagnola with the Iveco license plate and also the Fiat 500.
Today Carlos Sainz he’s busy preparing his personal Ferrari, but it wouldn’t hurt to see him driving a Panda Hybrid, just to go back to the old days. AND Charles Leclerc he could apologize for the many beeps pronounced on the radio through some promotional campaign on board a van: a nice Fiat e-Ducato.
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