As part of its effort to position itself as a “brand of joy, colours, and optimism,” Fiat has decided to stop producing cars painted in grey, despite it being the most popular car colour in the UK. The change will begin with the release of the 600, Fiat’s answer to the Jeep Avenger, which will be available for sale later this year. The new strategy aims to give Fiat’s cars a distinctive character in their respective markets and provide the company with a competitive advantage.

Grey has traditionally been the preferred colour choice among UK customers, with over a quarter of new cars sold in the country last year being grey. Fiat’s CEO, Olivier Francois, explained that the decision to eliminate grey cars is intended to reinforce the brand’s leadership in joy, colours, and optimism. The change aligns with the company’s vision of conveying the values of “dolce vita” and the Italian DNA embodied by the brand.

In conjunction with the elimination of grey cars, Fiat has introduced a new tagline: “Italy. The land of colours. Fiat. The brand of colours.”

Fiat’s current lineup includes five models: the 500, electric 500, 500X, Panda, and Tipo. All of these models are now available in white, orange, red, blue, green, gold, and black, with each colour named after Italian landscapes.

This decision follows a series of changes made by Fiat as it transitions to becoming an all-electric car manufacturer by 2030. The company will continue producing small cars and has plans to introduce five new models within the next five years, in addition to its existing electric Fiat 500. Furthermore, Fiat is developing a range of models based on the 2019 Centoventi electric concept, which may see the revival of the Panda nameplate.