” Italy is the country of colors, the Fiat brand is of flowers “. It is with this commercial principle that Fiat has just announced that it will permanently exclude the color gray from its models. The manufacturer wants to put an end to this sad and indistinct shade. for bring back bright and cheerful colors at the core of the brand’s philosophy. It is true that if we compare the color ranges currently available from manufacturers, some of them no longer offer a very wide palette.

White, gray, black or brown…no longer the tinsel of the past years and especially the 70s! A few months ago, Fiat CEO Olivier Francois confided in our Dutch colleagues at Auto Week. ” I’m seriously considering ditching the gray. A recession is brewing, and we are a fun and colorful brand, an anti-cyclical and anti-crisis brand. » Brand now wants approaching the Mediterranean flavor bright as the sea, the sun, the earth and the sky.

Crossover 600 as an escort

“We broke the rules. We have decided to stop production of gray cars. This is rate and break which are aimed at strengthening FIAT’s leadership as a brand that brings joy, color and optimism.” said Olivier Francois, boss of FIAT. Italy is a country of contrasts and colors. As of today, there are also FIAT brand cars. Such a choice helps convey to the public the values ​​of the new Dolce Vita and the Italian DNA embodied by the brand. FIAT wants to inspire people to be optimistic and positive. This will also be one of the missions of the new Fiat 600e, an electric car intended in particular for families and friends, which will be presented on the 4th of July. »

In an amazing commercial Fiat CEO Olivier Francois takes a “paint bath” in the Fiat 600, the brand’s new crossover. This one is submerged in a giant pit filled with orange paint. Very mysterious, this video is supposed to announce the upcoming color scheme of the Italian crossover. According to the logo animation, the palette can be very wide ! We should know more during the official presentation of the model on July 4.

The choice is also of the mind

Apart from the purely marketing dimension of this decision, there may be another reason that explains this change. The 500 is currently Fiat’s most popular model, in France and in Europe. This too a very popular model among women ! In France, However, 73% of buyers out of 500 are actually buyers ! A recent study by the German Federal Automobile Agency (KBA) highlighted the fact that women tend to prefer more colorful shades for their cars. or men prefer neutral colors (black, gray and white), only 10 pcs% of women would choose a black body. Therefore, the group also removes the gray color for its customers.

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