22 November 2016

The Ministry of Foreign Affairs and International Cooperation, FCA and Altagamma join forces to promote the Italian lifestyle and fine Italian products abroad


Today - in the headquarters of the Ministry of Foreign Affairs and International Cooperation in Palazzo della Farnesina in Rome - Minister Paolo Gentiloni, Alfredo Altavilla (Chief Operating Officer of FCA EMEA Region) and Andrea Illy (Chairman of Fondazione Altagamma) signed two Memoranda of Understanding, pledging to promote the finest Italian products abroad.


The Ministry has developed an integrated promotion plan which turns the spotlight on the economic, cultural and scientific components of "System Italy", promoting fine Italian production based on a strong, coordinated commitment shared by public and private alike, with a view to presenting it to a wide range of audiences all over the world. This is why the diplomatic and consular network and that of the Italian institutes of culture of the Ministry for Foreign Affairs and International Cooperation will play an essential role in promoting the finest Italian production abroad, also using the Italian language as a tool for promoting and identifying the same.


With 6,000 single-brand points of sale worldwide, the 115 member and partner companies of Fondazione Altagamma form the most wide-reaching network of Italian excellence in the world. Over the last few years, the Foundation has launched many international projects designed to promote Italian lifestyle and culture, including the photography exhibition Altagamma Italian Contemporary Excellence (www.altagammaexcellence.com) and the video-installation Panorama on the natural, artistic, manufacturing and entrepreneurial excellences (www.panoramaitaly.org), which made stopovers in Milan, Shanghai and New York.


Fiat Chrysler Automobiles, with its most famous brands, which are the ultimate examples of Italian production worldwide (Alfa Romeo, Maserati and Fiat), has launched several advertising campaigns for its products to promote Italian lifestyle and culture, fostering their dissemination. And it is precisely with this idea in mind, to mark the signing of the Memo of Understanding, that FCA has launched an initiative - composed of a selection of beneficial commercial offers for our products destined to act as ambassadors for Italy on foreign shores- to promote fine Italian production in the world. The Fiat 500 Riva, the Maserati cars with interiors designed by Ermenegildo Zegna and the Alfa Romeo Giulia Quadrifoglio with engines inspired by the Ferrari technology, are already a concrete example of cooperation on the level of the Italian economic system


The diplomatic and consular network and that of the Italian Institutes of culture can rely on the collaboration of Altagamma with its member companies and of FCA to create initiatives for promoting Italian style in line with the extraordinary plan for Italian culture abroad and the extraordinary plan for the promotion of fine Italian production promoted by the Italian Government.


In line with the legislation in force, the forms of collaboration and promotion defined in the two Memoranda of Understanding can therefore include:

  • events designed to promote Italian style organised by the Ministry and its diplomatic and consular network and the Institutes of culture, also in partnership with FCA, Altagamma and the latter's member companies;

  • meetings in Italy and abroad, open to the public and the media, on themes linked to the development and culture of business and to the territories where the products originate, as well as to the cultural value of Italian products and their "nice to look at and nicely made" appeal;

  • activities that focus on the cooperation between the research centres of the Altagamma Companies and FCA and the scientific officers of the Ministry;

  • joint participation in institutional events held abroad organised by the diplomatic and consular network and the Italian cultural institutes.

  • any other projects that the three parties may deem mutually interesting within the scope of this collaboration.



Fondazione Altagamma unites the top High-End Italian Cultural and Creative Companies that promote the excellence, uniqueness and lifestyle of Italy worldwide. The High-End Italian Cultural and Creative Industry is worth approximately 100 billion Euro and accounts for approximately 10 per cent of the global market, generating on average 50 per cent of the revenue from export sales and employing about 500,000 people, directly and indirectly.
Unique due to the transversal nature of its operations, Altagamma hosts brands from the fashion, design, jewellery, food, hospitality, automotive, yachts and wellness sectors.
Its mission is to increase the competitiveness of the high-end cultural and creative industry in Italy, contributing to the economic and social development of the nation as a whole. 
Chaired since 2013 by Andrea Illy, Fondazione Altagamma operates in many sectors of activity, including Studies and Research, Institutional Relations, Networking, Business Culture, Management Training, Promotion of manual work, Projects for promoting the high-end of the range and the Italian economic system. www.altagamma.it


Fiat Chrysler Automobiles is the seventh-largest car manufacturer in the world: it designs, engineers, manufactures and sells passenger cars, light commercial vehicles, components and production systems worldwide. The Group operates in over 150 nations - with 166 production plants and 85 research and development centres - in the automotive market with the brands Abarth, Alfa Romeo, Chrysler, Dodge, Fiat, Fiat Professional, Jeep, Lancia, Ram, SRT and Maserati and offers aftersales and spare parts services under the Mopar brand. The Group's businesses also include Comau (production systems), Magneti Marelli (components) and Teksid (iron and castings). FCA is listed on the New York and Milan Stock Exchanges.​


Torino, 22 November 2016


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