JAKARTA - Fiat announced a recent surprising decision not to produce gray cars anymore, although the color is the UK's most popular car color. This step was taken to further develop Fiat's reputation as a "brand of joy, color, and optimism".
Starting with the 600 model, which will go on sale by the end of this year Fiat will focus on the colors in Italy, namely the sea, sun, soil, and sky color of the country.
In Stellantis media space, June 26, it is stated that this color policy is the latest step taken by Fiat in 2023. This strategy aims to provide distinctive characteristics for Fiat cars in their respective markets and provide competitive advantages for the company.
Reporting from Autocar, June 27, gray has long been the most popular color among subscribers in the UK when they ordered a car. According to the Society of Motor Manufacturers and Traders, more than a quarter of the new cars sold in the UK last year were gray.
"We violated the rules: we decided to stop the production of a gray Fiat car. This is a challenge and a change that aims to further strengthen Fiat's leadership as a brand of joy, color, and optimism. This choice also communicates to people the values of the new 'dolce vita' and Italian DNA carried by this brand," said Fiat CEO Olivier Francois.
The cessation of the use of gray color is accompanied by a new tagline: "Italy. Colours of land. Fiat. colorful brands."
Currently, Fiat offers five models in its product lineup, namely 500, 500 electric, 500X, Panda, and Tipo. All of these models are now available in white, orange, red, blue, green, gold, and black. Each color is named which reflects the Italian landscape.
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This decision was taken after a series of changes made by Fiat on its product line in preparation for a full switch to electric cars by 2030.
The company will continue to produce small cars and plans to launch five new models in the next five years to join the existing electric Fiat 500.
In addition, Fiat is working on various car models with a new platform inspired by the concept of the 2019 Centoventi electric car.
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