Italian vehicle manufacturer Fiat has announced that it will stop producing grey cars to enhance the brand and “embody the Italian way of living”.
The colours in the current and future line-up of Fiat vehicles will be inspired by the Italian sea, sun, earth and sky.
Fiat is the first manufacturer in the world to take the “revolutionary decision”, starting with its new 600e electric car.
The brand has described 2023 as a “year of remarkable change”, with the strategy to remove grey from its rotation highlighted as a distinctive feature.
While Fiat looks to brighten its image with bold colours, it could spell trouble, especially in the UK.
According to the Society of Motor Manufacturers and Traders (SMMT), grey is the most popular colour for new cars in the UK.
In 2022, grey was the colour of more than one in four new cars sold in the UK, showing the popularity of the colour.
Olivier Francois, CEO of Fiat, said: “We broke the rules: we decided to stop the production of Fiat grey cars.
“This is challenging and disruptive and it is aimed to further reinforce Fiat’s leadership as the brand of joy, colours, and optimism.
“Italy is the country of colours and, starting from today, FIAT’s cars too.”
With the change, Fiat is aiming to inspire people with optimism and positivity”, with the new 600e being presented on July 4, 2023.
The current Fiat range – New 500, 500 Hybrid, 500X, Panda and Tipo – will come in a range of new colours with evocative names to remind drivers of the beautiful Italian landscapes.
This includes 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.
Mr Francois, who is also the global chief marketing officer at Stellantis, said Italy was the land of colours and now Fiat was the brand of colours.
He added: “This choice further communicates to people the New Dolce Vita values and the Italian DNA embodied by the brand.”
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