‘Joy, color and optimism’
A remarkable move by Fiat: it immediately stops the production of gray cars. The Italians say they want to be ‘the brand of joy, color and optimism’ and gray doesn’t fit that.
Fiat showed its humorous side by immersing the brand new 600e (with the CEO) in a bath of orange paint last week. Before immersion it was still a gray Fiat 600e and that was probably the last time we saw the 600e in that color. The whole action turned out to be symbolic of a turnaround at Fiat: it removes gray from its color palette. From now on, Fiats are no longer available in gray.
The reason: Fiat does not think gray fits the brand image it envisions. “It is intended to further strengthen Fiat’s leadership as the brand of joy, color and optimism. Italy is the country of colors and, from today, that also applies to Fiat cars,” said CEO Olivier Francois, who will probably still be but has just recovered from his perilous adventure in the submerged 600e.
On July 4, we finally get to see the Fiat 600e in its entirety, inside and out. You can count on it being a cheerfully colored copy. Incidentally, if you don’t have anything with outspoken colors, you can still opt for white (Gelato White) and black (Cinema Black) at Fiat.
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– Thanks for information from Autoweek.nl