Fiat does not sell cars in Malaysia (and we don’t know if they ever will) but if they do so again, you will be able to get any colour except grey. That’s a twist on old man Henry Ford’s offer of giving you the Model T in any colour – as long as it was black.
The carmaker stopped painting its cars in grey last week, declaring itself to be ‘the first automotive to take this revolutionary decision’, starting with the new Fiat 600e. Customers will be able to order cars in other colours inspired by the Italian Sea, Sun, Earth and Sky. The strategy is said to be implemented to add a distinctive feature to Fiat’s cars in the automotive market, as 2023 is to be the year of a remarkable change for the brand.
“Italy is a country of colours”
“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 reinforcing 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,” declared Olivier Francois, Fiat CEO and Global Chief Marketing Officer at Stellantis. “This choice further communicates to people the New Dolce Vita values and the Italian DNA embodied by the Brand. Fiat wants 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 for families and friends, which will be presented on July 4th”.
Interestingly, in the same communication, Fiat says that grey is the most popular colour for new cars in the UK, the choice for more than one in four new cars sold there in 2022. So less sales in that market from now on?