FIAT will no longer produce a grey car ... this probably indicates that its future VSP will be in pop colors

Fiat, a Stellantis Group brand, is putting an end to the production of gray cars in favor of brighter colors. Despite European buyers' preference for gray, Fiat is promoting a brand image in keeping with Italy's "dolce vita", with an emphasis on colorful vehicles. An advertising campaign accompanying this announcement features a grey Fiat dipped in a vat to emerge orange, underlining the new slogan: "Italy, the land of colors, Fiat, the brand with colors". This initiative is intended to reinforce the values of Fiat's New Dolce Vita and highlight joy, color and optimism. In parallel, on July 4 Fiat will unveil a new model, the Fiat 600e, an electric car designed for families and friends.

Although surprising, this decision runs counter to the preferences of consumers who, despite a wide choice of colors, generally opt for neutral hues. According to an Axalta report, white is the most popular color worldwide (34%), followed by black (21%) and gray (19%). In Europe, the favorite color is gray, winning over 27% of consumers. Bright colors come last, with only 5% of Europeans choosing red, and 1% for green and yellow respectively.

This decision by Fiat represents a risky communication move, since color and exterior aesthetics remain important criteria in the vehicle purchase decision for the majority of French consumers.

It's no doubt for this reason that the Fiat Topolino, little sister of the Citroen Ami electric car without a license, promises to be in acid tones!