To enter the competition, Fiat drivers must download the free eco:Drive application to the Blue&Me entertainment system.
They must then record five days of eco-driving statistics, before the top two UK drivers are sent to the Bologna Motor Show to compete on a driving course against winners from other countries to win the car.
The innovative new engine, the only two-cylinder petrol engine to be used in a mass-produced car, features an evolution of Fiat’s MultiAir technology to lower CO2 emissions and maintain performance in the retro-styled city car.
Emissions are as low as 95g/km, making it one of the only petrol cars to fall under 100g/km and subsequently qualify for zero vehicle excise duty (VED) and exemption from the London congestion charge.
Combined cycle fuel economy is 68.9g/km in the Fiat 500 TwinAir, which was first unveiled at the Paris Motor Show in 2010.
"This is a wonderful competition for all Fiat users whose cars are fitted with eco:Drive," says Elena Bernardelli, marketing director, Fiat Group Automobiles UK and Ireland. "Not only will it encourage people to think about how they are driving, but it also provides the opportunity for an exciting trip to Italy and the chance to win a great car which is already creating a buzz with both customers and the media."
The new Fiat 500 TwinAir range starts at £10,665 for the TwinAir Pop and peaks at £16,065 for the special edition convertible 500C TwinAir byDIESEL.