Goodbye grey, hello colour
“ITALY. THE LAND OF COLOURS. Fiat. THE BRAND OF COLOURS”.
Today marks a major breakthrough for Fiat and its brand image – which stops the production of grey cars and welcomes its brand-new colourful world.
Fiat is the first Automotive Maker to take this revolutionary decision, starting with the new Fiat 600e.
From today, all the colours in the current and future Fiat line-up will be inspired by the Italian Sea, Sun, Earth and Sky.
Going forward, mobility is going to be more colourful and cheerful than ever: Fiat dives into a real challenge, as shown in the launch video available here.
As of today, Fiat stops producing grey cars. The decision was made to enhance the importance of colours in life, embodying the Italian way of living and reaffirming the Brand’s New Dolce Vita value.
Italy is indeed home to bright colours such as the Sea of Italy, the Sun of Italy, the Earth of Italy and the Sky of Italy. These landscapes will provide Fiat with a lot of inspiration for its cars. The strategy will add a distinctive feature to Fiat’s cars in the automotive market, as 2023 becomes a year of remarkable change for the brand.
Italy is indeed home to bright colours such as the Sea of Italy, the Sun of Italy, the Earth of Italy and the Sky of Italy. These landscapes will provide Fiat with a lot of inspiration for its cars.
“We broke the rules: we decided to stop the production of Fiat grey cars. This is challenging and disruptive and aimed to further reinforcing Fiat’s leadership as the brand of joy, colours, and optimism. Italy is the country of colours and, starting from today, Fiat’s cars are too,” declared Olivier Francois, Fiat Chief Executive Officer and Global Chief Marketing Officer at Stellantis. “This choice further communicates to people the New Dolce Vita values and the Italian DNA embodied by the brand. Fiat wants to inspire people to live with optimism and positivity and this will also be one of the missions of the new Fiat 600e, the electric for families and friends, which will be unveiled on July 4th”.
In the new launch video, customers can discover Fiat’s brand-new colourful world, as the brand’s CEO Olivier Francois steps aboard the new Fiat 600e and takes a deep dive into colour, under the claim “ITALY. THE LAND OF COLOURS. Fiat. THE BRAND OF COLOURS”.
The current Fiat range – New 500, 500 Hybrid, 500X, Panda and Tipo – is available in different shades of colours including: Gelato white, Sicilia orange, Paprika orange, Passione red, Blu Dipinto di Blu, Italia blue, Venezia blue, Rugiada green, Foresta green, Rose gold and Cinema black – all with an evocative name that remind of Italian beautiful landscapes and dolce vita mood.
