The Abarth name had its heyday in the Fifties and Sixties when it came to symbolise speed, courage, performance and modification.
Fiat has now decided the resuscitate the heritage brand and relaunch it as a stand-alone brand with its headquarters in Turin and its own workforce and designers.
The Grande Punto supermini is the first model to get the Arbarth treatment and Fiat said it chose Harrogate for the launch because it was in an area steeped in motoring history.
Peter Newton, Fiat's public relations director, said: "It was here that the RAC rally started many years ago and right nextdoor is the Harewood Hill Climb.
"Hill climbing was part of the Abarth brief in the Fifties and Sixties and we used part of the Harewood route for our journalist test drives."
Mr Newton said Harrogate was also chosen because of its proximity to beautiful scenery and relatively quiet roads.
"Harrogate and the surrounding area not only offers fantastic views but even in July and August it has roads that are relatively quiet and ideal for test driving."
The Fiat team and members of the UK motoring press have been staying at Hotel du Vin in Harrogate where 15 Grande Punto Abarths have been lined up, including one show specimen in the hotel's rear courtyard.
"Abarth is a well known competition and fast car brand and Carlo Abarth became a legend for creating fast cars that were still affordable," explained Mr Newton.
"The new Punto is a fun car for enthusiastic drivers and we felt Harrogate was the perfect location to launch this new product and relaunch the heritage Abarth brand."