Fiat is returning to central London for the first time since 1995. The carmaker will open a flagship dealership in Marylebone in early 2008.

The 1,000m2 experience centre on Wigmore Street will sell Fiat’s range of cars in a “non showroom environment”, include digital interactive features and be a venue for fashion shows, receptions and marketing activity.

Tony Dittli, formerly the fleet director of Fiat Auto UK is managing director at the new site.

He says: “This is all about the life and character of London, brought together into our new location.

“We expect people to come from around the country to see us. They will be able to enjoy the friendly atmosphere and experience the whole new approach to displaying our brand. And if they like what they see, they can contact their local dealers when they return home. That’s the idea of it.”

Ten full-time staff are planned for the venue as well as an activities area for themed events and a quality Fiat merchandising centre. A new aftersales centre is also being set up a short distance away.