• “ITALY. THE LAND OF COLOURS.​ FIAT. THE BRAND OF COLOURS”. Today marks a breakthrough for FIAT as it stops producing grey cars and ushers in a brand-new, colourful world.
• FIAT is the first automotive maker to make this revolutionary decision, starting with the new Fiat 600e.
• From now on, the colours in the present and future FIAT lineup are inspired by the Italian Sea, Sun, Earth, and Sky.
• Grey is the most popular colour for new cars in the UK.
• Mobility is about to become more colourful and cheerful than ever: FIAT is embracing a real challenge, as shown in the dedicated video available here.

 

Starting today, FIAT will no longer produce grey cars. This decision was made to emphasize the importance of colours in life, embody the Italian way of living, and reaffirm the brand’s new Dolce Vita value. 
 

Italy is closely associated with vibrant 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 ample inspiration for its cars. This strategy has been implemented to give FIAT cars a distinctive feature in the automotive market, as 2023 is a year of significant change for the brand.
 

“We broke the rules: we decided to stop the production of grey FIAT cars. This is a challenging and disruptive move aimed at further reinforcing FIAT’s leadership as the brand of joy, colours, and optimism. Italy is the country of colours and, starting today, FIAT’s cars will be too” declared Olivier Francois, FIAT Chief Executive Officer and Global Chief Marketing Officer at Stellantis. “This choice further communicates 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 car for families and friends, which will be presented on July 4th.”

 

In the new dedicated video, viewers can discover FIAT’s brand-new colourful world as 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.”

 

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 of these colours have evocative names that remind us of Italy’s beautiful landscapes and the Dolce Vita mood.

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 26th, 2023

 

Notes to Editors:

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