Every test drive spends fuel and releases CO2 in the atmosphere. The idea was to find a way to make it up for nature. So instead of having people driving with no other objective than knowing the car, we did something different. We invited people to do a different kind of test drive. Every test drive would take seeds and seedlings from the dealer to an area of the city that we believed needed to be more green. Drivers would go to these areas, plant trees and then come back.

The possibility of helping nature and making cities greener has attracted more customers to do the test drive. Which means more people getting to know our cars, and possibly buying them. Overall, Drive For Good helped us not only to promote sales, but to promote the brand Fiat as a brand that cares about nature.