Fiat Ditches Grey Cars to Embrace Italian Landscapes
Fiat, the Italian car manufacturer, has announced that it will no longer produce grey cars, despite it being the most popular car colour in the UK. Instead, the company will begin relating its shades to those of Italy’s sea, sun, earth, and sky. The move is part of a wider strategy to add a distinctive flavour to Fiat’s cars in their respective markets and give the firm a competitive edge. The latest development for Fiat in 2023 aims to further develop its reputation as a “brand of joy, colours, and optimism.”
Fiat CEO Olivier Francois said that the decision to stop producing grey cars was “challenging and disruptive” but aimed at reinforcing Fiat’s leadership as the brand of joy, colours, and optimism. The move is part of a broader strategy to communicate the new ‘dolce vita’ values and the Italian DNA embodied by the brand. The colour’s axing is accompanied by a new tagline: “Italy. The land of colours. Fiat. The brand of colours.”
Fiat currently offers five models in its range: the 500, electric 500, 500X, Panda, and Tipo. All of these models are now available in white, orange, red, blue, green, gold, and black. The firm has given each colour a name to reflect Italian landscapes. For instance, white is named Bianco Gelato (Ice Cream White), orange is named Arancio Sicilia (Sicilian Orange), and blue is named Blu Italia (Italian Blue).
The move away from grey cars is part of a series of changes Fiat has made to the rest of its line-up ahead of going all-electric by 2030. The company plans to launch five new models in the next five years to join the existing electric Fiat 500. It is also working on a range of models on new platforms inspired by the 2019 Centoventi electric concept, which could revive the Panda nameplate.
Fiat’s decision to ditch grey cars is a bold move, given that it is the most popular car colour in the UK. According to the Society of Motor Manufacturers and Traders, grey represented more than one in four new cars sold in the UK last year. However, the move is part of a broader trend in the automotive industry towards more colourful cars. In recent years, car manufacturers have been offering a wider range of colours, including brighter and bolder shades.
The move away from grey cars is also part of a wider trend towards personalisation in the automotive industry. Customers are increasingly looking for ways to make their cars unique and reflect their personality. By offering a wider range of colours, car manufacturers can appeal to a broader range of customers and give them more options to personalise their cars.
Fiat’s decision to relate its shades to those of Italy’s sea, sun, earth, and sky is a smart move. It allows the company to tap into the emotional connection that people have with Italy and its landscapes. By associating its colours with Italian landscapes, Fiat can create a stronger emotional connection with its customers and differentiate itself from its competitors.
In conclusion, Fiat’s decision to ditch grey cars and relate its shades to those of Italy’s sea, sun, earth, and sky is a bold move that reflects the company’s commitment to being a brand of joy, colours, and optimism. The move is part of a broader trend towards personalisation in the automotive industry and allows Fiat to differentiate itself from its competitors. By associating its colours with Italian landscapes, Fiat can create a stronger emotional connection with its customers and reinforce its Italian DNA.