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Alfa Romeo 4C on track with Giancarlo Fisichella (video)

Giancalrlo Fisichella takes the Alfa 4C round Balocco (pictured) The Alfa Romeo 4C – Alfa’s baby supercar – is due on sale next month following its UK dynamic debut at Goodwood, so to get a bit of adrenaline flowing in the veins of potential buyers, Fiat grabbed Ferrari test driver Giancarlo Fisichella and stuck him behind the wheel of the 4C to play at the Balocco test track, Fiat’s proving ground. And we have to say, the 4C doesn’t just look good, it sounds great and looks to be as light and nimble as expected. In many ways, the Alfa 4C is an Italian take on the Lotus Elise, but it manages to do it with a huge dose of Alfa flair, both in its design and its execution.

Bridgestone’s ‘We’ve been everywhere’ Road Trip prize giving

Bridgestone’s ‘I’ve been everywhere’ Road Trip Flogging tyres isn’t the easiest job in the world; we all need them – at intervals far too regular than we’d like – but buyers tend to fall in to two camps – those who know a brand and ask for it by name, and those that have put on their car whatever the man at Kwik Fit is pushing this week. So ‘Brand Awareness’ is the name of the game (a game that can backfire – just ask Pirelli what’s going on in F1) and the more potential buyers a tyre brand can lodge its name in the brain of, the better. Which is why Bridgestone are running their We’ve been everywhere interactive campaign which very cleverly plots the escape of one man from office drudgery and showcases his journey out in to the proper world, all to a soundtrack of Johnny Cash’s ‘I’ve been everywhere’.

Fiat set to grab 51 per cent of Chrysler

Sergio Marchionne wants majority at Chrysler What a difference a couple of years makes. On May Day in 2009 we reported that Chrysler had been put in to Chapter 11 Bankruptcy and the US Government was stepping in to ease the pain with $7.5 billion (admittedly at somewhat less than mates-rates) and that the management were ‘leaving the building’. Step forward Fiat to take up a 20% stake in Chrysler and Fiat boss, Sergio Marchionne, who planned to lead Chrysler away from the dark side and in to the light, with the promise of smaller and more efficient platforms and engines.