It's serious about it too.
As of June 26, Fiat will no longer produce gray cars. Literally, the brand has decided the color gray is simply too boring to ever be worn by another one of its vehicles ever again, and to show how serious it is, the automaker dunked its CEO, Olivier Francois, in a vat of orange paint, shielding his suit from damage by putting him in the as-yet-unrevealed Fiat 600e to do so.
In a cheeky video, Francois announced to the world that although gray cars are fine, they don't represent the company, and in a larger way Italy. So the company will no longer produce them. He says, “Italy is joy, optimism, love, passion, life, and what has gray hot to do with that? Nothing! The world doesn't need another gray car. From today, at Fiat, no more gray.”
The company says the decision came from a desire to disrupt the norm and to bring the brand more in tune with the country that has given its life. The brand felt it was a great way to reaffirm its new “Dolce Vita” value and will give it new inspiration for bright car colors taken from Italian society. Now, the company's vehicles can be had in 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.
That's a lot of options to choose from, but it still gives you the option of black or white if you're feeling boring the day you head to the Fiat dealer. Colorful cars are just better. We believe if you're going out of your way to buy a car as quirky as a Fiat, you simply must get it in a color that will make you smile every time you walk up to it. The brand certainly wants you to, and they're hoping all the publicity will translate into more orders for the return of the 500e to America.
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“We broke the rules: we decided to stop the production of Fiat grey cars,” says Francois. “This is challenging and disruptive and it is aimed to further reinforce Fiat's leadership as the Brand of joy, colors, and optimism. 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 4th July”.
Let's hope this leads to more colorful, and creatively designed, Fiats driving around in the future; something that's good for the soul, really.
An interesting tidbit Fiat decided to throw at us though is that apparently, gray is the most popular color for cars in the UK with one in four sold painted that color. For some reason, this feels very appropriate, and it's a sad day for all those British Fiat fans hoping to scoop up a gray one in the near future.
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Keyword: Fiat Dunks CEO In A Vat Of Orange Paint, Vows To Never Build Another Gray Car Again