YEAR 6 No. 14 MAY 2011FREE ISSUE

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INTERVIEW

Communicating in the eraof Fiat IndustrialEVENTS

Everything is possibleSERVICES

Carefree travelby campertoo

DIRECTOR

Ubaldo Della Penna

EDITORIAL COMMITTEE

Enzo GioachinFabio ChecchinStefano FantiniDario GrazianoMarco MonticelliAlberto PerfettoMassimilano Perri

EDITOR IN CHIEF

Monica Lupo

COLLABORATORS

Daniela BocciCarlos CopaAlexis Massenet

MANAGEMENT AND EDITING

Iveco Customer ServiceLungo Stura Lazio 15/1910156 Turin

PRODUCTION

Nicola GrandePaola RavizzaSatiz srlVia Postiglione 1410024 Moncalieri (Turin)

PRINTING

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Registration ofTurin Court authorisation in progress

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INTERVIEW4 Communicating in the era of Fiat Industrial

SERVICES7 Special support8 Iveco Days celebrate the Unification of Italy10 Carefree travel by camper too12 New digital catalogues added to the web

PRODUCTS13 Diagnostics better than ever

EVENTS14 Everything is possible

TRAINING16 Closer to the customer

CONVENTION18 Discussion and growth

for Customer Service

MARKETS20 Samba-led growth22 Legal Entities: the future

24 IVECO shop

27 IN SHORT

28 MUSIC

TRAVEL29 Brazil, a country larger than life

Contact the editorial team using the“Contact Us”form availableon the websitewww.iveco.com

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CUSTOMER SERVICE • INTERVIEW

COMMUNICATINGIN THE ERAOF FIAT INDUSTRIAL

Operationscommenced at theFiat Industrial Groupon 1 January 2011,following the spin off

from Fiat Group of Iveco, CNHand FPT Industrial. The newGroup is already a global leaderin the capital goods sector:trucks, buses, special vehicles,agricultural and earth-movingequipment, and the relatedengines and transmissions. Morethan 60,000 people work for theGroup around the world,generating annual sales of about21 billion euro. We talked aboutthis, and the role ofcommunications withinCustomer Service, with MarcoMonticelli, the CorporateCommunications Manager forFiat Industrial, as well as Iveco’sExternal Relations andCommunications Manager.«The spin off – explains

Monticelli – was a strategicdecision designed to give eachbusiness greater autonomy andfreedom of action in theirrespective markets. In particular,effectiveness and rapid executionare both extremely importantwhen it comes to grasping theopportunities for growth. Now,differing business cycles andcustomer bases can beapproached and managed in thebest possible way».

What does this mean forIveco?«Iveco also gains significant

opportunities for growth andmarket development».

What does communicatingfor Fiat Industrial involve?«Since the company is listed onthe stock exchange,communicating for Fiat Industrialmeans responding effectively,precisely and in a timely fashionto requests from stakeholdersand, as far as we are concernedhere, from the press in theeconomic, financial andoperational sectors. We are morevisible and exposed to theoutside world, so greaterattention must be given to everyaspect of communications».

In short, communicationshave become morechallenging?«Yes, because we all haveincreased responsibilities now. Notjust the professional

INTERVIEW WITH MARCO MONTICELLI, CORPORATE COMMUNICATIONS MANAGER FOR THE GROUP SPUN OFF FROM FIAT. NEW RESPONSIBILITIES ASSOCIATED WITHTHE MARKET LISTING

IMAGE IS ESSENTIALLYFOUNDED ONOBJECTIVECONSIDERATIONS

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communicators, but all those who“communicate” in any way with theoutside world using words and,above all, by their deeds».

How cancommunications helpthe after-salesnetwork?«By helping to build agood image for thebusiness and its brandsin the eyes ofcustomers. In oursector, image isessentially based onobjectiveconsiderations, such asthe efficiency ofconsumption, thequality of products andservices, their reliabilityand the maintenanceof value over time,but also on our abilityto communicate our

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CUSTOMER SERVICE • INTERVIEW

strengths in a proper and effectivemanner. So, in addition to thesubstance, the way we areperceived by those who work withus is also important».

What about corporatecommunications?«We contribute by highlighting, forexample, our membership of aglobal group, our broad anddiversified product portfolio, ourgood positioning in the emergingmarkets, and our ability toinnovate in the areas of productsand services. Our skill lies inknowing how to communicatethese facts, in the proper wayusing the right mix of mediachannels. Remember too thatcommunications also include themessage given to customers when

they enter our service centres,how we act towards them andhow we respond to their requests.Our Customer Service peoplehave worked hard on these areasin recent years».

How important is it to beable to support customersat all times, everywhere?«Extremely. Our customers are

businessmen who use theirvehicles for work and togenerate their income. Thequality of the network and thesupport is therefore essential.Making known in a clear andtimely fashion the advantagesof our after-sales service, ourcampaigns and our originalreplacement parts, especiallythose associated with theenvironmental and safetysystems of vehicles, generatesa competitive edge. Not justbecause we give ourcustomers access to all theinformation needed toschedule their repair andmaintenance activities, but alsobecause effective support isdecisive in building customerloyalty».

COMMUNICATIONSINCLUDE THEMESSAGE GIVEN TO CUSTOMERS BY OUR SERVICE CENTRES

During Samoterthe various FiatIndustrialbrands cametogether on one stand

SERVICES • CUSTOMER SERVICE

Specialsupport

The effects of the international economic situationhave included a marked ageing of fleets, withlower investment in new vehicles and theconsequent need of customers to maintain“older” vehicles. Often, however, the

owners of older vehicles fail to use suitablereplacement parts, thinking it unimportant to investin a vehicle that is out of production or no longercovered by warranty. An approach thatjeopardises both quality and safety. Accordingly,Customer Service set itself the objective ofcommunicating the value of using originalreplacement parts for these vehicles too. TheMaster Program seeks to guarantee the availabilityof high quality, safe components for even the oldesttrucks, in order to maintain the general performance ofthese vehicles. The Program involves specificpromotions covering different products and vehicles ineach market, with strong commercial action that envisagesdiscounts for repairs in four areas: drive line (remanufacturedengine, gearboxes, clutch, steering), maintenance (filters andtransmission belts), bodywork (rear-view mirrors and headlights),safety (brakes and shock absorbers). This is a significant operationinvolving 50,000 Eurotech and Eurostar trucks on Europe’s roadsand more than 400,000 Dailys registered between 2000 and 2006.

THE MASTER PROGRAM PROPOSESPROMOTIONS DEDICATED TO LESSRECENT VEHICLES

“Timepasses, but

not for you”Market Italy’s first Old Range

campaign was dedicated to

Iveco heavy vehicles registered

before 2006. With the slogan

“Time passes, but not for you”,

customers were able to benefit

from a free check-up and discount

vouchers giving 30 per cent off the

list prices of various products and

replacement parts. This campaign,

which began in January and ended

in May, included the mailing of

details about the promotion to

customers, together with the

book of discount vouchers.

The new edition of the Old

Range campaign will be

presented in the autumn,

this time focused on the

Daily S2000.

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CUSTOMER SERVICE • SERVICES

Iveco Daysthe watchword is flexibility

“Zero worries, 100% you”. Using this simple and directslogan for Iveco Days, Iveco is ready for its traditionalappointments in 25 markets: from northern Europe tosouthern Africa, via Turkey. This year, CustomerService’s objective is to retain those customers whose

warranty periods have expired: those who racked up 150,000registrations in 2009 by purchasing the Daily Model Year (Italy

excluded). A very large number thatdeserves maximum attention and ad hocinitiatives. “That’s why - explains IleanaPejrasso from Customer Service’s marketingoffice - we have focused on presenting ahighly aggressive campaign of discounts andoffers. The objective is to generate traffic inour service centres and enhance customerloyalty to the network via initiatives that tiein with the Iveco Days, such as free check-ups and open days”. The Iveco Days campaign, which generallyruns between 15 May and 30 June in eachcountry, also reinforces the other messagesreiterated by Customer Service in recenttimes: the originality of our replacement partsand the professionalism of the teams oftechnicians and specialists that look after eachvehicle. “The watchword underlying our promotions -continues Pejrasso - is flexibility. We do notchange the product prices charged to thenetwork. We do, however, allow dealers toincrease their discount percentages based ontheir requirements. The fact that dealers canmanage their businesses on an autonomousbasis has assured the success of Iveco Days overtime”. The slogan devised for all markets explainsIveco’s objective: reassure customers andfacilitate their work. “Zero worries, 100% you”, ofcourse. Thus generating satisfaction “Your

THE REGULAR SEASONAL APPOINTMENTAPPEALS TO DEALERS AND REASSURES CUSTOMERS

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Activity in ItalyMarket Italy’s Iveco Days all revolve around

the celebrations for 150 years of national

unification. They began on 17 February and

will continue until the middle of July.

Customers are offered highly advantageous

promotions and discounts, while

communications address customers and the

network in the wake of the national

commemoration. The advertising campaign

stars the Daily, the commercial vehicle that

has made history and, figuratively, united

populations the length and breadth of Italy.

This is marked by advertising that presents

three Dailys in the colours of the Italian flag.

In substance, the Iveco Days offers include

servicing for 150 euro with a free litre of

Urania oil, and a package of products

normally sold separately at a discount of 150

euro with respect to their total list price (a

reduction of about 30 percent). Not to

mention discounts on the product families

managed by dealers.

satisfaction, our goal”, thanks to a team of experts that checks thevehicle and guides the customer to carry out proper maintenance, notleast because this saves money and maintains the value of the vehicleover time. In short, multiple objectives in just a few moves.How can all this be explained to customers? Via marketing actions.Customer Service has developed two kits containing a series of elementsto promote the Iveco Days. “First of all - continues Pejrasso - weincluded leaflets with discounts that can be customised. There are twotypes of leaflet for foreign markets: one covering six product families andanother with twelve. The replacement parts are chosen by Iveco: dealersmay choose between leaflets with more or fewer products, dependingon their markets. The kits also contain two posters - smaller than inprior years - conveying the message of the Iveco Days campaign, a rollof 100 stickers bearing the slogan to be fixed to invoices, and 50 lettersin envelopes containing a presentation of the initiative. All this issupplemented by the information contained in the web pages dedicatedto the dealers in each market. The customisation of discounts will bemanaged centrally, since it is not yet available on Ivecotools dealer”.Lastly, a quick look at the results achieved by Iveco Days: “Theserepresent a very important moment in the life of Iveco – concludesPejrasso - , since they raise the sales volume by up to 20 percent. Thereturns are high, adding about 4.5 percent to profits in all countries,including Italy”.

The market for holidays onthe move seems to be crisisproof. In fact, an increasingnumber of enthusiasts aredeciding to buy a camper

and spend their holidays at the wheel.This important market segment mustbe monitored and supported in thebest possible way, especially when itcomes to customer service.Accordingly, at the end of 2010 Ivecodevised a program dedicated to theneeds of the camping community.Although the vehicle services arebroadly equivalent to those for thetruck version, the innovation lies in thepackage of improvements designedfor drivers and their families.“Purchasers of a camper based on the

Daily or Eurocargo platforms – saysAndrea Martini, Iveco’s CustomerCentre Manager – select us becausethey want to drive the best that themarket can offer, recognising that ourvehicles represent the top of therange. And our customers are willingto invest in this dream. As such, wemust assure them of appropriatesupport in case of need, by extendingour after-sales care to include newancillary services. Drawing on theexperience of managing toll-freenumber support for campers basedon the Fiat Ducato platform, we havedeveloped the Camper AssistanceNon-Stop 24 project to provideservice on a 24/7 basis. This includesthe offer of five additional services if

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THE ACTIVITIES OF IVECO’S CUSTOMERCENTRES NOW INCLUDE SERVICE SUPPORT FOR CAMPERS BASEDON THE DAILY AND EUROCARGOPLATFORMS

CUSTOMER SERVICE • SERVICES

Carefree travelby camper too

vehicle repairs take more than 24hours and the camper is more than25 kilometres from home. Thepackage includes hotel, courtesy car,the return home of family members,connecting expenses (taxi fares) andrecovery of the camper. The service isavailable free to customers whoregistered their campers after 1September 2010 and at a charge forthe owners of older vehicles”. At a European level, calling theUniversal Toll-free Number givescustomers access to a single contact,both for repairing the vehicle and foradministering the ancillary services(these are not yet available in countrieswhere support is given by localproviders). The public was informed about thenew project at the three majorinternational fairs dedicated tocampers, held in Düsseldorf, Parmaand Le Bourget (Paris). With CamperAssistance Non-Stop, Iveco furtherstrengthens its services by linking after-sales actions with promotional andcommercial activities in all areas, inorder to present solutions ever moretailored to the needs of campingenthusiasts”.

THE MARKETFOR CAMPERSIveco range of campers is unique in the marketplace,extending from the ECODAILY 3.5 tons to the Eurocargo12 tons GVW. Given their technical and functionalcharacteristics and their image, the ECODAILY and theEurocargo are ideal vehicles for gathering the opportunitiesoffered by this market.Iveco is very well positioned at the luxury end, with refinedfittings on campers of medium-high gross vehicle weight.Indeed, in the “upper” segments of the range, Iveco is thebrand of reference par excellence. Above 5 tonsGVW, Iveco controls three-quartersof the market in Germany andmore than 40% of that in France.The outlook for the market ispositive, with changes that arelikely to open up new prospectsfor growth. “For once – saysChristian Meola, Iveco’s Sales &Marketing / Key AccountsManager - the good news seemsto include the economy,although not in every market.Analysts agree that the recoveryhas finally started: there wasslight growth in 2010 and wehope that householdconsumption will take off againin 2011, together withinvestment. In terms ofconsumption behaviour, thegreen trend will continue. Thereis increasing interest in naturallifestyles and products and thiswill help to attract an ever largernumber of customers to thepurchase of a camper. Even more important,regulatory changes are due toexpand the “space” available toour business: from optional, theC1 driving licence will becomecompulsory in all Europeancountries. Holders of the Blicence may take an additionaltest, enabling them to drive anew sub-category of vehicles upto 7.5 tons GVW. In otherwords: a rule already in force (indifferent forms) in France,Germany and the UK, is aboutto become standard throughoutthe whole of the European Unionand south-eastern Europe,opening up new prospects in thepotentially most profitablesegments of the market. As anexample, in Germany and theUK, where this situation is longestablished, campers in excess of3.5 tons GVW account for 20% ofthe market. We expect the introduction ofthe C1 licence to result in thesame level being achieved inevery other country”.

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New digital catalogues added to the web

Customer Service’s websites allow catalogues to beconsulted fast, thanks to the use of internal search enginesthat guarantee immediate feedback on the types of partsto be used in every situation throughout the whole world.But searches are not limited to replacement parts for

Iveco vehicles, as demonstrated by the new Bullder catalogues fortrailer parts and that dedicated to workshop equipment.The on-line Power catalogue of Bullder parts has been searchablefor the past year or so. Now, the downloadable digital version ofthe new paper catalogueis also available: moremodern and easy toconsult with updatedproduct information.Let’s see in greater detailhow the situation hasbeen developing.“Together with Bullder –says Luciano Fonsatifrom Customer Service’scentral marketing office– we have furtherextended the servicesoffered to customers,ensuring appropriatemaintenance for theirtrailers and semi-trailers. The project began in mid-2009 in Italy andGermany. Today Bullder offers all markets the possibility of orderingmore than 1,200 part numbers from stock”. Hard-copy front desksupport is also supplied to the entire service network, comprisingeight sections of loose-leaf sheets to facilitate updates. The sameinformation can be found on-line from the Power website, with thepossibility of direct access to the orders placed on Iveco Parts.These items were chosen together with around twenty specialistsuppliers selected for their high quality standards, thus ensuringthe availability of products in line with the “Origin 100% Iveco”philosophy. Iveco offers a second level of warranty for thesearticles, following the procedures applied in relation toreplacement truck parts. In this way, our service centres canprovide the same level of service for both tractors and trailers,ensuring a repair quality in line with the expectations of ourcustomers, who are paying ever greater attention to the perfect

functioning and safety of their vehicles.The new Workshop Equipment catalogue is also available indigital format, prepared especially for Iveco’s service network.Currently only available for the Italian market, the availability ofthis catalogue will be extended to all markets, having regard fortheir requirements. “In order to recommend the most suitableand technologically advanced tools for our network – continuesRoberto Gazzola from Customer Service’s central marketingoffice – we have prepared the new Workshop Equipment

catalogue. Excellentsuppliers have beenidentified at a Europeanlevel, with whom wehave agreedadvantageouspurchasing conditionsfor a broad range ofequipment”. Productsrange from overheadcranes to industrialwashing machines. All are covered by a36-month warranty,compared with thestandard 12/24 months,and come with

dedicated support associated with training in the proper use ofthe equipment concerned. In this case, a direct relationship isestablished between the service centre and the supplier’s agent.All this has been put in place together with Barbara Latini fromWorkshop Development in order to establish new qualitativestandards within the workshop development programme. “Iveco’s role – concludes Latini - is to continually proposeimprovements to the service network, so that customers areoffered service that constantly strives for excellence”.

CUSTOMER SERVICE, SUPPORTED BY MODERN INFORMATION TECHNOLOGIES,PROPOSES A WEALTH OF ON-LINE SERVICES TO ASSIST THE DAILY ACTIVITIES OF THE SERVICE NETWORK

CUSTOMER SERVICE • SERVICES

The Engines and Gearboxes catalogue, including the on-line versionavailable on Power, is kept constantly updated. It is divided into anumber of sections: New and remanufactured Iveco engines, New andremanufactured gearboxes and Core substitutions

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PRODUCTS • CUSTOMER SERVICE

DIAGNOSTICS BETTER THAN EVER

The diameter of theprobe supplied withthe kit is just 5.5millimetres, allowingthe inspection of parts

deep inside the engine. TheE.A.SY. SKITE kit offered byCustomer Service comes with amicroscope capable of 200xmagnification and an infraredcamera able to send wirelessimages to an HD monitor. Using these tools, the techniciancan identify any damage tocomponents or faults withinthem at a preliminary stage, sothe extent of the requiredrepairs can be assessed. The software provided with thekit allows information to beshared in real time with Iveco’sTechnical Help Desk (THD),which offers constant support

for solving the most complexsituations, in addition to routineadvice.E.A.SY. SKITE allows the interiorof parts to be examined,something never beforepossible, and the inspection offaults not visible to the nakedeye, such as fine cracking.The wireless monitor, equippedwith a magnet, can take photosor video images that are savedon MiniSD memory cards forfiling purposes or to collectinformation about the repairscarried out.This diagnostics system meansthat the work required on avehicle can be determinedfaster, thus saving considerabletime and money for thecustomer - especially whentaking VOR (Vehicle Off Road)

into account. The result:improved service and betterquality. The kit is available in threedifferent packages, depending onthe content required: Standard,Silver and Gold.

SPEED AND PRECISION. KEY CHARACTERISTICS OF THESOPHISTICATED SYSTEM THAT FACILITATES THE REPAIROF PARTS THAT ARE HARD TO REACH

area was dedicated to the activities ofeach individual brand. Iveco’scontingent included the CustomerService team, with a range of after-sales services and experienced staffready to answer every question aboutservices, accessories and replacementparts, in addition to presenting thelatest additions. Among these wasE.A.SY SKITE: a diagnostics systemthat uses a probe to analyse vehicleparts that are hard to reach,identifying wear and damage invisibleto the naked eye. Leaflets in iPhoneformat promoted “Iveco on the road”,the new, free Customer Service App(software for owners of Apple’s

extending over 4,800 sq.m. andaffording a wealth of content, newsand customer services, representedthe conclusion of a combined effortby all brands to highlight, via the useof colour and atmosphere, thedistinctive personality of the newgroup. On Iveco’s stand, all spotlightswere on Trakker, seen in anenvironment representing the ideal“battleground” for this championheavyweight. The slogan “I’m Trakkerand I make every work possible”emphasised the potential of thisvehicle, designed to cope with thestresses and strains of challengingoperational conditions.The central part of Fiat Industrial’sdisplay

At Samoter, Verona’sinternational show forearth-moving, mining andconstruction equipmentheld every three years, the

attention of almost 100,000 visitorswas focused on Pavilion 2. Inparticular, this is where Fiat Industrialmade its first public appearance,having been formed at the start of theyear following a proportional spin-offfrom Fiat S.p.A. of the businessescomprising Fiat Industrial S.p.A. Allthree sectors of Fiat Industrial (Iveco,CNH and FPT Industrial) were

present, represented by the Iveco,Astra, Case,New Hollandand FPTIndustrialbrands. Thedisplay area,

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CUSTOMER SERVICE • EVENTSCUSTOMER SERVICE • EVENTS

EVERYTHING IS POSSIBLEFIAT INDUSTRIAL PROTAGONIST AT THE RECENT SAMOTER. TRAKKER AMONG THE STARS OF THE SHOW

Samsung, among others, for itssmartphones and tablets.Owners of BlackBerrys can alsodownload another useful App tocheck, via the QR code, the “identitycard” of replacement parts as aguarantee of their origin. A bilingual video explaining the RFiDand QR code systems for thetraceability of replacement partsprovided important information aboutthe use of these technologies in thecontrol of quality and origin.

mobile systems) which includes adealer locator (currently just in Italy,but soon to be made available inother markets). Thanks to thegeolocation capabilities of the iPhoneand the iPad, the App can identify thefastest route to the desireddestination. It also includes ShowBook2011, a catalogue of accessoriescontaining a section specifically for

owners of Dailys, created in timefor SAMOTER, and a hot key

to call ANS 24h, thesupport service that

was promoted at theinformation desk aswell. The App is alsoavailable for theAndroid open sourceoperating system formobiledevicesselectedby

During Samoter, Angelo Dalla Riva wasawarded first prize in the Iveco Days

Winter 2010 competition. The fortunatewinner of a holiday in the Maldives is a

loyal customer of CONCESSIONARIAAUTOSILE V.I.

The prize was given by Fabrizio Capello,Marketing Manager at Iveco Market

Italy, shown in the photograph togetherwith Christophe Caplain, Marketing

Customer Service for Market Italy andTiziano Perin, RSC at Autosile V.I.

ORIGINALSAREALWAYSBEST

Throughout the Show, the

details of potential

customers were gathered for

the promotion of Iveco’s

products and services.

The cards distributed to the

public were associated with

a series of gadgets tagged

Origin 100% Iveco. To collect

them, it was sufficient to

visit the Origin 100% Iveco

Loft Truck situated in the

800 sq.m. area outside.

There is was also possible to

try out the Trakker on the

track and appreciate better

its dynamic qualities.

Strong involvement and the

originality of the programme

resulted in the collection of

more than

1,500 names.

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The United Arab Emirates provided afascinating backdrop for a conferenceheld for the owners of Iveco vehicles. Ina meeting organised together withUnetversity, the “Origin 100% Iveco”

programme on the topic of original replacementparts was presented to a group of participantsinvited by Saeed Mohammed Al Ghandi & Sons, aDubai dealer. “A project – says Luca Recenti,AME&MB Marketing Manager - that responds togrowing demand from customers and the servicenetwork for materials and information about thedifference between original replacement parts andnon-original, and about the processes adopted byIveco to safeguard quality for end customers.Based on analyses covering the 70+ countriescomprising our Market, we devised a formatwithin which Unetversity lecturers explained theimportance of original replacement parts and theadded value contributed by them.The topics found to be of greatest interestincluded the quality standards assured by Iveco,the product evaluation tests, traceability and thelevel of service”.During the intervals, participants were able tomeet Customer Service experts to discuss mattersrelating to the repair and maintenance of industrialvehicles. “The strong grassroots presence of technicians inthe Market – concludes Antonio Ventrudo (in thephoto), Middle East & Mediterranean Basin

FOR THE FIRST TIME, MARKET AFRICA, MIDDLE EAST& MEDITERRANEAN BASINORGANISED A CONFERENCEFOR CUSTOMERS IN COLLABORATION WITH THE DEALERS IN DUBAI

Closer tothe customer

CUSTOMER SERVICE • TRAINING

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Technical Service Manager - was appreciated bythose present. Everyone found the topics coveredto be extremely interesting, not least in view ofthe usage and stress placed on the vehicles as aresult of the heat and the sand”.The activities of Customer Service will bepresented again in Dubai during the 2011edition of Automechanika Middle East, ashow dedicated to the automotive world.On a stand covering 100 sq.m., Iveco willfocus on original replacement parts andtheir traceability.

The “Origin 100% Iveco” conferencewill be repeated for other dealers inthe Market, adapting the focus toreflect local needs and requirements.Among the various supportingmaterials, a key role was played byZOOM, a periodical issued byCustomer Service that comparesoriginal replacement parts withcounterfeit materials

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CUSTOMER SERVICE • CONVENTION

Discussion and growth forCustomer Service

Each year, the servicenetwork and themanagement of CustomerService meet to go overthe progress made in the

past year, and analyse the activitiesfor the year in progress. Projectplanning and agreement requiresintensive effort, with a view tostrengthening the network andensuring that it meets ever moreclosely the expectations of achanging and demanding market.To achieve this, Spain worked onthe subject of excellence, France onthe quality of service and teamwork,and Italy on the Next Level. Threeapproaches all underpinned by thedesire to provide excellent customerservice. During the three conventions, thenetwork was also able to meetrepresentatives of Iveco’s commercialpartners in the various countries. Afurther step towards an important goal:teamwork.

SPANISH“EXCELLENCE”More than five hundred peoplegathered in Seville at the conventionfor the Spanish and Portuguesemarkets attended by Iveco’s servicenetwork. The event was also attendedby Enzo Gioachin, Senior VicePresident Customer Service, andCustomer Service representatives fromthe two countries. Many vehicles werealso present, including Irisbus. The theme of the XVIIth Conventionwas “Excellence”, a subject that reflects

Iveco’s commitment to affirming thestrength and leadership of Iveco’s after-sales service network in the twocountries: an increasingly importantpoint of reference for customer care.After an overview of the generalresults for 2010, during which LuisHeredia, Director of Customer Servicein Spain and Portugal, congratulated

THIS ANNUAL CONVENTION REPRESENTS AN IMPORTANT OPPORTUNITY TODISCUSS TOPICS OF COMMON INTEREST AND DEVELOP NEW PROJECTS.CONSOLIDATION OF THE NETWORK WAS THE MAIN FOCUS OF THE MEETINGSHELD IN SPAIN, ITALY AND FRANCE

everyone for their efforts in a difficultyear, Rui Teixeira, Customer ServicePortugal, looked at results of eachmarket in more detail, focusing on thesearch for excellence in customerservice as a key success factor. In thisregard, considering the ageing ofexisting fleets and the businessopportunities represented by thismarket, Luis Heredia talked about theService Program for workshops, whileMiguel Angel Giron from WorkshopDevelopment explained the objectivesof the programme in greater detail,highlighting such important aspects asthe reduction of VOR time and theimprovement of commercial proposals. The presentation ended with aconcept that best represents thephilosophy underlying the entireproject: “excellence is an art developedvia constant training and practice”.Andrés Redolar, Sales & Marketing,then addressed the topic of “Evolving

The annual awardsceremony forMarket Spain and Portugal washeld during theconvention. Recognition as the“Mejor Taller delAño 2011” was awarded to Juan IgnacioDelgado fromRedauto

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NEXT LEVEL means working

alongside each customer day by

day, becoming a true partner of

their businesses and minimising the

off-road time of their vehicles.

NEXT LEVEL means guaranteeing

each customer safe and effective maintenance for their vehicles, using

certified original replacement parts, without exception, and making

them advantageous and high quality commercial offers. NEXT LEVEL

means outstanding professionalism among our people within the

service network, who are supported by the continuous training

provided by Unetversity and the DEEC, as well as by the ever more

sophisticated diagnostics equipment available to them. There is no

shortage of tools for reaching the NEXT LEVEL: these include various

on-line tools developed by Iveco, such as Iveco Parts (manages orders

input directly by the Workshops and Bus Centres), Iveco VOR Log

(used to monitor the repair history in detail) and Ivecotools Dealer (for

effective local marketing actions).

ITALY SHOOTS FOR THE NEXT LEVEL “Our team, our future”, might wellsummarise the focus of Market Italy’sconvention entitled NEXT LEVEL 2011.Representatives of Customer Service,the parts and service network, and theauthorised Truck and Bus bodyshopsmet together in Rome. About seven hundred participants foundout about the innovations adopted byCustomer Service Italia from MihaiDaderlat, Customer Service Manager,who opened the proceedings, followedby Giuseppe Belletti, Technical ServiceManager, Paola Vicentini, Workshop &Business Development Manager, andMarco Franza who has recently takencharge of Sales & Marketing.Their presentations had a commontheme: to remain competitive andovercome the challenges set by themarket, it is necessary to work as ateam and tread hard on the acceleratorin order to reach the next level: NEXT

towards excellence”. His talk addressedthe need to inform customers about thehigh standards of the network in orderto generate loyalty and show them, in afully transparent manner, theprofessionalism and skill of those whowork for Customer Service.After an intensive day packed withcontent, Enzo Gioachin closed theproceedings with an overview of theactivities of Customer Service, focusingon the efforts made to reduce vehicledowntime, the VOR Log and theService Program.

FRANCE:TOGETHER, TOWARDS A WORLD OF SERVICESThe Customer Service Convention wasattended by more than three hundredpeople from the service network (theafter-sales personnel of dealers and,from this year, authorised workshoptoo), together with representatives fromall areas of Customer Service. This cohesive and highly motivatedgroup followed with great interest thepresentation of projects and guidelinesfor 2011. These were all linked by thesingle underlying message expressed inthe title of the meeting: together,towards a world of services.With Leonardo da Vinci and TeamOrigin, Iveco uses strong values tocommunicate the quality andexperience of its network, focusedon the delivery of customersatisfaction. To achieve this, Ivecocan count on four pillars sustainingits commercial and service policies:100% ORIGIN. Exclusive use oforiginal replacement parts: Origin 100%Iveco; 100% SKILL. A specially trainedteam of professionals in excellence;100% EFFECTIVENESS. Reduction ofvehicle off road time (VOR); 100%LISTENING. Commercial offers adaptedto the needs of customers.The Customer Service Convention alsoenabled people within the network tomeet the partner firms that presentedtheir products and commercial projects.The Elements and Service stands, alsopresent at the Forum, attractedparticular attention with a real-timedemonstration of how a camera-fittedendoscope can show the condition of aF1A engine’s components.

LEVEL 2011. This was also the messagegiven by Enzo Gioachin, in a videomessage that was extremely wellreceived, followed by Ottavio Gioglioand Enrico Vassallo, who talked aboutmatters concerning the Truck and Busbusiness. The 93 Seven Star AuthorisedWorkshops for 2010 (see photo) werenamed at the close of the convention.A day dedicated to excellence. 100%.

20

CUSTOMER SERVICE • MARKETS

SAMBA-LEDGROWTH

Over sixteen thousand trucks were sold in Brazilduring 2010. This record, a 57 percent growthover the prior year enabled Iveco to jumpfrom seventh to fourth place in the market.Despite the economic crisis, the sector has

grown considerably in one of the world’s most dynamiccountries, but Iveco has grown even more. The rate ofgrowth is staggering: 3,500 vehicles in 2006, 6,500 in 2007,12,000 in 2008. Then came the global crisis, but salesrecovered to 16,000 in 2010 as mentioned, and forecastsfor the current year confirm the upward trend. In order to understand the reasons for this success, wetalked to Marco Piquini, Iveco’s Communications Managerfor Brazil.

«The scenario – confirms Piquini – is a market experiencingstrong growth, in which we manage to sell more than ourcompetitors».

What is Iveco’s secret?No secret. Rather, a development strategy based on solidfoundations and major investment in our Sete Lagoasfactory, in the State of Minas Gerais. This factory, establishedas a joint venture with Fiat for the production of industrialand light commercial vehicles, has expanded its annualcapacity from an initial 16,000 vehicles to 70,000 now,counting heavy, medium and light trucks and vans. We aretalking capacity here: output in 2010 counted 22,000 Fiatcommercial vehicles and 20,000 Iveco trucks for the markets

IN A MARKET EXPERIENCING STRONG GROWTH, IVECO OUTPERFORMS THE COMPETITION. MARCO PIQUINI, COMMUNICATIONS MANAGER FOR BRAZIL, EXPLAINS THE “SECRETS” OF THIS SUCCESS AND THE CENTRALROLE PLAYED BY THE SERVICE NETWORK

21

Iveco launched the new Vertis (photo, left) in South America during 2010

in Brazil and other Mercosur countries. However SeteLagoas is not just a production location: in 2008, Iveco alsoinaugurated its first non-European R&D centre there.

Which models are produced and sold in Brazil?The “freshness” of the range is one of our competitiveadvantages, with a constant flow of launches in recent years:Daily and Stralis in 2007, Trakker and Tector (derived fromthe Eurocargo) in 2008, and Cursor (specific to Brazil) in2009. Last year we launched the Vertis: the first truck,positioned in the medium segment, completely designed anddeveloped in Brazil. In 2011 we have already presented theTrakker 8x4.

What is Iveco’s communications strategy?From 2008, our trucks participate in the Formula Truckraces that are very popular in Brazil. Above all, Iveco’spositive image derives from our commitment to the field ofsocial sustainability, with professional training for youngpeople and requalification courses for those in their 40s and50s who need to rejoin the world of work.

The domestic market absorbs most of theBrazilian output, but exports are also growing inimportance. Which are the main countries?Argentina, for sure. Iveco’s market share there rose by fivepercentage points in 2010, making us the number twooperator. We have developed a model specifically for thismarket. Derived from the Eurocargo, it responds to arequest from the government for a cheaper vehicle costingless than 200,000 pesos. Iveco also sponsors the Argentiniannational football championship, which gives us considerablevisibility. We are now targeting the markets on the Pacificcoast of South America, starting from Chile and Peru.. Thesecountries now absorb one thousand trucks each year: ourobjective is to raise this figure to four thousand within threeyears.

What role does Customer Service play in Iveco’sgrowth strategy?«Absolutely central. Our first step was to strengthen boththe service network and the logistics for parts distribution.This was an essential initial move for Iveco. Brazil is huge. Atrue continent. The capital, Brasilia, is 2,500 kilometres fromSan Salvador de Bahia. The first thing checked by customersis therefore the quality and coverage of the after-salesnetwork. So Iveco has invested heavily in support, withservice centres spread all along the principal commercialroutes, equipped with modern IT systems for themanagement of replacement parts. Our motto is “We areeverywhere, whenever you need us”.

CUSTOMER SERVICE • MARKETS

Market Africa,Middle East &MediterraneanBasin includesthree legal entities

that are direct subsidiaries ofIveco: Ethiopia, South Africa andTurkey. This last-mentioned

country, on its own, accountsfor 15 percent of market

sales. We talked about itwith Fabio Checchin,

Director of CustomerService Africa &

Middle East, andKursunoglu Koray

(photo, left)from

CustomerService,

IvecoTurkey.

“The

company is relatively recent –says Fabio Checchin – havingbeen started in 2007 followingthe closure of Otoyol Sanayi A.S. created in partnership withthe Koç Group. The opening ofIveco Turkey was intended toboost the growth of thisimportant country, in whichIveco has great faith”.Modern facilities toserve a significantnumber of vehicleson the road,mostlycomprisingGamma Zetasand Dailys. “Inorder to meetcustomer needs

that are very similar to thosefound in Europe – continuesChecchin - we had to introducenew commercial product andpricing policies for dealers andend-customers, thus aligningTurkey with countries inEurope. We also revised thedistribution network, establishingnew quality and service

parameters that satisfy therequirements of localoperators with large fleets.The supply ofreplacement parts isworth a special look. Inrecent years, we havemanaged to redirect toIveco’s Turkish warehousea large part of the orders

previously placed by dealerswith local manufacturers. As a

result of combinedawareness campaigns

targeting bothdealers andcustomers,improvements inthe product mixand economicincentives fordealers with astrong territorialpresence, thesales of original

Legal Entities:the futureTURKEY IS AN IMPORTANT COUNTRY FOR IVECO, WHICHHAS DECIDED TO INVEST DIRECTLY THERE VIA AWHOLLY-OWNED SUBSIDIARY. PAYING SPECIAL ATTENTION TO CUSTOMER SERVICE

22

replacement parts are followinga steady upward trend - makingTurkey a market focused onexcellence”. But how did Iveco get organisedto achieve these objectives?“Iveco Turkey – respondsKursunoglu Koray – covers allIveco business areas with highlyspecialised personnel who worksolely for Iveco. CustomerService, for example, hasprofessionals dedicated toTechnical Service, Parts Sales &Marketing and the Supply Chain.In terms of service on theground, we have 23 dealers and58 service centres. These highlyorganised facilities will growsteadily in the coming years, inorder to meet the needs ofcustomers with heavy vehicles.In order to keep up with theneeds of an increasingly moderncountry, Iveco Turkey providesan ANS24 (Assistance Non-Stop) service and, above all, isalways in the field”. Manyprojects currently underdevelopment will beimplemented during the year.These include the One Callprogramme, enabling customersto contact our first and second-level support service via a

dedicated web portal; thelaunch of VOR LOG to monitorthe off-road time of vehicles;and the release of ELEMENTSfor scheduled maintenancecontracts. These actions,supported by the plannedexpansion of the servicenetwork and the furtherimprovement of existingworkshops, will allow IvecoTurkey to become anincreasingly important point of

reference for Market Africa,Middle East & MediterraneanBasin.

The IOT workshopin Istanbul, ownedby Iveco, employseight technicians, aworkshop manager,a parts manager, aparts salesman andthree storemen

ExcellentwarehousingFour thousand six

hundred square metres

of space guarantee the

prompt supply of parts

to the entire service

network. We are

talking about Iveco

Turkey’s warehouse, which meets

Iveco’s standards for the European Virtual Warehousing platform.

The facility employs 26 people offering a high level of service and

response to requests from dealers. Orders for 15,000 SKUs can be

processed every month.

23

PIONEER DEH 1300MP

Characteristics:

• MOSFET 50W x 4 Amplifier

• CD/MP3/WMA/WAV

• AUX input (front)

• 1 pre-out

• Advanced Sound Retriever

• Bass/Mid/Treble control

• Remote Control

• Power Save Mode

• Red Button Illumination

• White LCD (8-character display)

PN 500043887

NAVIGON 70 PREMIUM TRUCK & CARAVAN

Characteristics:

• Satellite Navigator

• Special route profiles for trucks, vans, caravan

• Configuration of profiles based on length, height, width, weight, transport ofhazardous goods, axle weight

• Compliance with legal restrictions e.g. roads with access restrictions for trucks

• Time-related restrictions

• Display of special points of interest

• 5.0” touchscreen in 16:9 format

• GPS ST-AGPS

• Microsoft Windows CE operating system

• 4GB Flash memory / 128 MB RAM

• STMicroelectronics Cartesio STA 2064 processor

• 1400 mAh lithium battery

• Free TMC reception possible in the following countries: A, B, CH, CZ, D, DK,E, I, N, NL, S. Licences for Premium TMC reception in A, D, F, FIN, N, S, UKmust be purchased (depending on variant and country)

• Text-to-Speech and Spoken TMC available in: Danish, Dutch, English, French,German, Italian, Spanish and Swedish

• Voice Command Pro 2.0

PN 500043889

24

CUSTOMER SERVICE • IVECOSHOP

PIONEER DEH 2300UB

Characteristics:

• CD Tuner

• Front USB

• AUX input and 1 RCA pre-out

• Red Button Illumination

• MOSFET 50W x 4 Amplifier

• Exclusive Advanced Sound Retriever technology that automaticallyrestores the sound staging, density and feeling lost on compression

• LCD screen

PN 500043888

MONTECARLO - 2010

1DIN player with AM/FM radio and navigator

Characteristics:

• European GPS Navigator

• 3.5” TFT 16:9 Display

• Bluetooth with external microphone

• Front slot for SD Map Card

• Front USB

• DVD/VCD/CD compatible

• MP3 /WMA/MPEG4/JPEG playback

• DVD±R/DVD±RW/CD-R/RW playback

• ESP and anti-shock mechanics

• Flip-down, removable front panel

• 30-station preset (18FM-12 AM)

• Integral RDS

PN 500043996

THERMAL INSULATION SET

100% INSULATION FROM HEAT

100% INSULATION FROM COLD

100% BLACK-OUT

REDUCTION OF NOISE POLLUTION

PN 2994261 STRALIS ASPN 2994262 STRALIS AT/ADPN 2994263 EUROCARGO PN 2994264 DAILY

UMBRELLA ORIGIN 100% IVECO

PN 500043993

25www.iveco.com/ivecoshop

ORIGIN MUG 100% IVECO

PN 500043994

27

IN SHORT • CUSTOMER SERVICE

Using AdBlue: lowerconsumption and greatercare for the environment

Iveco recommends AdBlue by BASF for its vehicles. Thischemical reduces the nitrogen oxides emitted by trucksand buses in water vapour, thus lowering the pollutantsderiving from the combustion of diesel. AdBlue is anextremely safe additive, since it is not toxic, not harmful,not explosive and does not facilitate combustion. Thequality standards were established by the CEFIC(European Chemical Industry Council) and theInternational Organization for Standardization (ISO 22241) to assure users that AdBlueby BASF provides the results required by themanufacturers of diesel engines. Adblue recommendedby Iveco and produced by BASF, the world’s leadingchemical company. Production takes place in a dedicatedand fully-integrated facility, starting from the productionof ammonia, a building block for production of the high-purity urea used to make AdBlue.

First in customer relations

Iveco was recognised at the 2010 edition of CustomerManagement MultimediaCompetence (CMMC) asthe firm whose managershave innovated in theContact Centre andCustomer Relations sector.The award, entitled“Relations with the CitizenCustomer 2010”, went toArmando Cervetti,Customer Centre trainingand development manager,for “his attention to theneeds of customers and

the improvement of service, as well as for theatmosphere he was able to create within the Centre.Everyone joining the Customer Centre follows astructured training path with periodic refresher courses,so that they can provide excellent service to customerscalling the toll-free help line”.

Iveco Team Origin workshops:excellence at work

Iveco Team Origin is thenew brand that identifiesevery workshop in thenetwork, representing thelatest and most importantelement of the qualitativeexcellence required by theOrigin 100% Iveco programme. A process that starts with the choice ofRaw Materials and the selection of Suppliers,continues with the guaranteed excellence of our OriginalReplacement Parts, is checked by Quality Control andimplemented by a Network of Service Professionals: theIveco Team Origin workshops.

Iveco involved in the MotoGPchampionship

From the 2011 season, Iveco is once again the Trucks &Commercial Vehicles Supplier for the MotoGPChampionship. In addition to being title sponsor of theAustralian Grand Prix, to be held on 16 October at thePhillip Island circuit, decked out for the occasion in Iveco’scolours, the company is also supplying the circuit with 15Stralis and 4 EcoDailys for the transportation of equipmentand materials. The partnership between Iveco and TeamYamaha has also been renewed, with the presence of thereigning champion, Jorge Lorenzo, and his new team mate,Ben Spies. The Japanese manufacturer can count on sevenStralis and two EcoDailys for the movement of people andmaterials at each of the 18 championship events.

TWENTY YEARS UNCHECKED Deep emotions in the double CD pulling together the two-decadecareer of Robbie Williams, entitled “In and out of consciousness - TheGreatest Hits 1990-2010”. This album celebrates one of the mostimportant British artists of the past twenty years. The collection isavailable in standard version (2 CD), deluxe edition (2 CD + 1 CDwith b-sides and rarities) and ultimate version (2 CD + 1 CD with b-sides, rarities and 3 DVDs including a complete recording of anunreleased concert). Listeners not only follow the career of a majorpersonality, but also part of the history of music. The way sounds haveevolved and changed in recent years is highlighted, together with theway that Robbie Williams has adapted to create a stream of hits. Themost recent example is the single “Shame”, released as a taster for thealbum and still the track most played on Italian radio and transmittedby Italian TV stations. However, we cannot talk about Robbie Williamswithout talking about Take That. Not only has he returned to recorda CD with his old friends after fifteen years, but he has also enlistedthe collaboration of Gary Barlow for the creation of his “Best Of”.Gary is also present in the video, directed by Vaughan Arnell, duringthe pilot song “Shame”. The clip, whose story andlocations remind us of “The Secrets of BrokebackMountain”, tells of the reconciliation of two friendsagainst the background of a timeless America.Once again, subtle provocation from the newhusband of the beautiful actress Ayda Field who, asalways, plays with ambiguity and surprise to getpeople talking about him.

28

CUSTOMER SERVICE • MUSIC

INTENSELY REGGAE DJ and producer Bob Sinclar, alias Christophe Le Friant,returns to the music scene with his new album “Made inJamaica”. After thirteen years of house and dance, the artistsurprises us with an unusual work that reinterprets andrearranges past successes with a reggae sound. “I remix my tracks every year, and I thought it would be agood idea this time to go back and look at them differently.[…] So I went to Jamaica in search of positive vibes that Icould share with people and met Sly Dunbar and RobbieShakespeare, two living legends of old-school reggae: weestablished an excellent feeling straight away, which comesthrough clearly on this CD”, declared the French DJ. BobSinclar has always been hopelessly nostalgic. As a DJ ofworldwide renown, he has never ceased to journey througha multitude of sounds and influences, building his musicaluniverse on rhythms that take him to another place. And so,even the fabulous “The Beat Goes On”, “Feel For You”, “World, Hold On” and “Love Generation” find themselves with a reduced tempo and added celestialbacking singers. Never dictated to by fashions or formats,Bob Sinclar has rebuilt his world through the prism of old-school reggae. The result? A heartfelt, exciting album of rareoriginality and contagious rhythm.

Music for travellers

29

CUSTOMER SERVICE • TRAVEL

BrazilA country larger than life

From its discovery in 1500 byPedro Àlvares Cabral, Brazilhas fascinated conquistadors,adventurers, traders andsimple tourists more than any

other country in South America.Perhaps due to its sheer size,encompassing multi-ethnicmetropolises, rain forests - still largely

unexplored - islands withbleached-white beaches,

thunderous waterfalls andnever-endingrivers, ormaybeto the

vitality and love of life of its inhabitants,but abandoning this country seemsimpossible for those who really knowit. The Federal Republic of Brazil, byconvention divided between NorthernBrazil - including most of the Amazonforest and regions steeped in history,such as the State of Bahia - andSouthern Brazil, which counts thelargest and most important cities, likeRio de Janeiro, Sao Paulo and thecapital, Brasilia, is a treasure chest ofraw materials spread across a surfacearea of 8,515,000 square kilometres,including 55,460 sq.m. of water. Partlydue to these extraordinary resources,Brazil was identified, together withRussia, India and China, as one of theemerging countries included in theacronym “BRIC”, coined by economistJim O’Neill at the start of the XXIstcentury. The growth achieved in recentyears has been such, however, thatthe description “developing nation”

JOURNEY THROUGH THE MEGACITIES OF THE MOSTIMPORTANT COUNTRY IN SOUTH AMERICA. DISCOVERING SALVADOR DE BAHIA,BRASILIA, RIO ANDSAO PAULO THROUGH THEIRHISTORY,ECONOMIES, CULTURE AND NATURE

30

CUSTOMER SERVICE • TRAVEL

no longer seems to fit. In fact, Brazil,Russia and India together contribute 8percent of the world’s wealth. Despitethe vast territory, goods are generallytransported by road, often in less thanideal conditions. Out of the entire roadnetwork (covering 1,751,868 km), only96,353 km is surfaced, making travelbetween the principal cities somewhatchallenging. Our journey takes us on aroute between these major centres:from the fascinating Salvador de Bahiato Brasilia, the capital, touching Rio deJaneiro and arriving at the economicheart of Brazil: Sao Paulo.Looking out on the Atlantic Ocean,the State of Bahia is a leadingadministrative and tourism centrewhose important history emerges fromall corners of the city. Once a key economic centre for thesugar trade, Salvador de Bahia isknown throughout the world for itsparties and the special atmosphere ofthe upper town, in particular, wherehouses of every colour imaginable canbe found. To get there, just climb onthe “elevador Lacerda”: an art decostructure with lifts running on cementtracks capable of transporting 50,000people each day.Leaving Salvador, we head towardsBrasilia, the political capital about 1,500km away. This journey takes us onthree major motorways: the BR 324,the 116 and the 242, involving about 18

hours on the road.The story of this city is somewhatspecial: it is, in fact, the only city built inthe XXth century to have beenrecognised as a World Heritage site byUnesco. Not only: from the start,Brasilia was intended to be the capital,selecting a strategic point for itsconstruction in the heart of thecountry. The project created by architectsOscar Neymer, Lúcio Costa and BurleMarx, envisaged large urban areas withresidential blocks separated by wideavenues designed to facilitate themovement of vehicles. For this reason,traffic lights only became necessary afew years ago, given that the flow waswell regulated by the principal urbanarterial roads and roundabouts.. From the heart, we move againtowards the coast. Travelling 1,160 kmin about 14 hours, of which 116 km onfast roads, we arrive in Rio de Janeiro.This is home to the cariocas: thepopulation that appreciates the joys oflife more than any other in the world.Beaches, samba, beer, football and asip of the local distilled “caldo decana”: taken together, it is impossiblenot to be swept away by Rio’scontagious rhythm and party euphoria.For a first glimpse of this metropolis, itis best to climb to the peak of MountCorcovado, which supports the statueof Christ the Redeemer. But if you

want to enjoy a truly breathtakingpanorama, take the cable car up Pãode Açucar (Sugarloaf Mountain),which dominates the city. From here,Rio displays its true self: one of themost beautiful cities in the world. The meeting point par excellence forthe carioca community is Copacabanabeach, packed both day and night.Along the seafront you can findnumerous kiosks offering colourfulfruit juices to savour while admiringthe bay. Leaving the beach, we findourselves in the thick vegetation ofthe Tijunca National Park, an exampleof the tropical jungle that oncesurrounded Rio with luxuriant treesand waterfalls.However this city is also famedthroughout the world for its carnival,during which the blocos, groups ofpeople from specific areas of the city,parade to the rhythm of tambourines,accompanied by sensuous dancinggirls. An entire world in fancy dress.The road from Rio to Sao Paulo isrelatively short, “just” 428 km,including 265 km of highway. A stretchthat can be covered in about four anda half hours. About 11 million live in SouthAmerica’s largest megacity. This cityrepresents the economic heart ofBrazil, with its steel, engineering,textiles and food processing industriesthat combine to make a top rank

The itinerary

Rio de Janeiro

BRAZILSALVADORDE BAHIA

SAO PAULO

Brasilia

ARGENTINA

CHILE

BOLIVIA

PERU

VENEZUELA

COLOMBIA

URUGUAY

PARAGUAY

31

commercial and financial hub. Itsinhabitants, mostly descendants ofItalian and Portuguese immigrants,represent the most numerous, refinedand educated middle class in the entirecountry. The most striking aspect is theextraordinary melting pot of cultures:the historical presence of Italians andPortuguese is established, but there isno shortage of Hungarians, Ukrainians,Romanians, Lebanese, Chinese andJews, who live together despite theircultural and religious differences. This cultural vivacity spreads toeverything, even culinary matters. Soon all corners of the street you cansample aracajè, a bean puree dressedwith salt and onion that, once madeinto balls, is fried in dendê oil andcoconut milk. Or you might betempted by moqueca, an aromatic fishstew, by caruru - speciality based ongumbo and other vegetables mixedwith shrimps, onions and peppers - orby feijoada, a meat and bean stew.