Fiat does not want to know anything about the color gray. The Italian car brand has announced that it will stop manufacturing new vehicles in these shades as it seeks to enhance the importance of colours, embodying the Italian way of life and reaffirming the value of the manufacturer’s “New Dolce Vita”.
“We have broken the rules: we have decided to stop the production of gray Fiat cars. This is challenging and disruptive and aims to further reinforce leadership as the brand of joy, colors and optimism”, explained the CEO of Fiat and global director of marketing of Stellantis, Olivier Francois.
This change will apply to the current Fiat range: the new 500, 500 Hybrid, 500X, Panda and Tipo, which will be available in 21 different color tones (nine smooth and twelve metallic), explains the brand in a statement.
Not only will they be cars with bright colors, but the names of the shades refer to the “beautiful Italian landscapes and the Dolce Vita atmosphere”: Gelato White, Sicilian Orange, Paprika Orange, Passione Red, Dipinto di Blu Blue, Italia Blue, Venezia Blue, Ocean Blue, Celestial Blue, Rugged Green, Forest Green, Rose Gold and Cinema Black.
Fiat intends to apply the changes from now on. Its objective is “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 4.”
The video that the manufacturer has prepared is eloquent. In a seaside town, Francois appears next to a gray Fiat 600. Before long, the vehicle is submerged in a huge bucket of paint and comes out a completely different color, Sicily Orange.
Whether this change will work for Fiat remains to be seen. According to the annual Global Color Popularity report, the favorite color of European buyers was precisely grey, followed by black and white. It is also the preferred shade in the North American market and the third most chosen in Asia.
