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HOW IT’S COATED
Goodbye Grey, Welcome Colours Last June FIAT announced the decision to stop producing cars with a grey livery, starting with the new Fiat 600e: the historic brand will coat its vehicles exclusively with colours inspired by the Italian sea, sun, land and sky.
S
tarting last June, FIAT stops producing grey cars. The
“We broke the rules: we decided to stop the production
decision was made to enhance the importance of
of FIAT grey cars. This is challenging and disruptive and
colours in life, embodying the Italian way of living and
it is aimed to further reinforcing FIAT’s leadership as the
reaffirming the brand’s New Dolce Vita value.
brand of joy, colours, and optimism. Italy is the country of
Italy is indeed related to bright colours such as the sea of
colours and, starting from today, FIAT’s cars too,” declared
Italy, the sun of Italy, the earth of Italy and the sky of Italy;
Olivier François, FIAT Chief Executive Officer and Global
landscapes that provide FIAT with a lot of inspiration for its
Chief Marketing Officer at Stellantis. “This choice further
cars. The strategy is implemented to add a distinctive feature
communicates to people the New Dolce Vita values and the
to FIAT’s cars in the automotive market, as 2023 is the year of
Italian DNA embodied by the Brand. FIAT wants to inspire
a remarkable change for the brand.
people to live with optimism and positivityand this will also
© FIAT
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N. 83 - SEPTEMBER/OCTOBER 2023 - international PAINT&COATING magazine