Loews Revs Up Partnership with Fiat

Starting this week, five participating Loews Hotels will get guests where they’re headed in style, safety, and comfort thanks to a new partnership with the FIAT brand.

Chauffeur-driven Fiat 500L service rolls out this week at Loews Madison Hotel in Washington, D.C., Loews Regency Hotel in New York City, Loews Hollywood Hotel, Loews Santa Monica Beach Hotel, and Loews Miami Beach Hotel. Meanwhile, Loews Miami Beach, Loews Hollywood, and Loews Santa Monica Beach will go even further, offering two complimentary FIAT loaner vehicles—the Fiat 500L, and either the Fiat Cabrio or the all-electric Fiat 500e (depending on location)—for guests to drive themselves during their stay (up to three hours a day).

“Loews has never done anything like this before,” said Elizabeth Harlow, senior vice president of marketing for Loews Hotels and Resorts. “Whether as a perk for business or an upgrade for pleasure, the Fiat 500L service is an amenity that speaks to our guests in a language they can appreciate and a style they deserve.”


“This is a first-of-its-kind partnership for the FIAT brand,” said Casey Hurbis, head of communications, FIAT brand North America. “This is an innovative union that reinforces the style, fun, and individualism that characterize both the FIAT and the Loews Hotels brands as we both continue to evolve and reach out to a new demographic—and a new lifestyle.”

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