Goodbye grey, welcome colours

• “ITALY. THE LAND OF COLOURS.​ FIAT. THE BRAND OF COLOURS”. Today is the breakthrough for FIAT and its brand image, which stops the production of grey cars and welcome its brand-new colourful world.
• FIAT is the first Automotive Maker to take this revolutionary decision, starting with the new Fiat 600e.
• From today, the colours in the present and future FIAT line-up are inspired by the Italian Sea, Sun, Earth and Sky.
• Grey is the most popular colour for new cars in the UK
• Mobility is going to be more colourful and cheerful than ever: FIAT dives into a real challenge, as showed in the dedicated 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 related to bright colours such as the Sea of Italy, the Sun of Italy, the Earth of Italy and the Sky of Italy; landscapes that provide FIAT with a lot of inspiration for its cars. The strategy is implemented to add a distinctive feature to FIAT’s cars in the automotive market, as 2023 is the year of a remarkable change for the Brand.
 

“We broke the rules: we decided to stop the production of FIAT grey cars. This is challenging and disruptive and it is 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 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 presented on 4^th July”. 

In the new dedicated video, thanks to which customers can discover FIAT brand-new colourful world, the brand’s CEO Olivier Francois aboard the new Fiat 600e takes a deep dive into colour, under the claim “ITALY. THE LAND OF COLOURS. FIAT. THE BRAND OF COLOURS”.

Grey is the most popular colour for new cars in the UK according to official registration figures from the Society of Motor Manufacturers and Traders (SMMT), representing more than one in four new cars sold in the UK in 2022.

Turin, June 26^th, 2023

Notes to Editors:

https://www.smmt.co.uk/2023/01/colours-put-in-the-shade-as-grey-matters-most-to-uk-car-buyers/