Fiat accepts all wheels in German trade-in promo

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[Frankfurt, Germany] Fiat Germany is accepting anything with wheels as a partial trade-in for a car in an attention-grabbing new promotion. The Italian car maker is offering every car buyer in March 1,000 euros, or $1,300, toward the purchase price of a new car for anything on wheels, regardless of its value. A campaign by Publicis Groupe's Leo Burnett, Frankfurt, declares, "Anything that rolls can come to Fiat." In five TV spots and print ads, people head for Fiat dealers with items including roller skates, an office chair, a tricycle and a shopping cart. Frank Eigler, CEO of Leo Burnett, Frankfurt, said, "The unprecedented offer being made by Fiat to all customers made our job easier in coming up with a light-hearted TV campaign designed to lure customers and position Fiat as the consumer's brand." German consumers are already responding to the deal; trade-ins so far include a used wheelchair.
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