Fiat is launching a new eco-test drive program at 10 London area dealerships to show the benefits of green motoring with their new 500 model.

Fiat is launching a new eco-test drive program at 10 London area dealerships to show the benefits of green motoring with their new 500 model. In order to help jump start the program, Fiat enlisted the help of supermodel Jodie Kidd who stated the eco:Drive experience is perfect because "People should be thinking more about their driving and the environment."

Paid semi-celebrity endorsements aside, the new program offers potential buyers all the traditional benefits of a normal test drive with the added bonus of receiving feedback on their eco-driving performance. The eco:Drive system works by collecting information during the test drive and then transforming it onto a USB flash drive via the 500's Blue&Me port.

Once uploaded to a computer, the eco:Drive system analyzes your driving performance by taking into account several variables such as acceleration, deceleration, gear changes, and speed. The program then gives drivers a rating on a 100 point scale and offers them suggestions on how to improve their score using eco-friendly driving techniques.

Fiat is working on expanding the eco:Drive program to all models featuring Blue&Me technology and if the initiative proves successful, eco:Drives could become a routine event at Fiat dealers across the UK.

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