Any color the customer wants, as long as it’s not gray.
Gray might be one of the most popular car colors in the world, but not at Fiat. In a YouTube video shot in the colorful coastal town of Lerici, Italy, and released Monday, May 26, the Italian automaker owned by Stellantis declared it will no longer produce gray cars. Instead, the brand’s palette will be inspired by the Italian sea, sun, earth and sky, according to a press release.
In the video, Olivier Francois, Fiat CEO and Stellantis global CMO — in Italian — says: “Ah, gray. The carmakers’ favorite color! German gray. Japanese gray. French … An easy sell. Always sells.
“But hey, we’re not talking about Germany, Japan or France. We’re talking about Italy. Just look: Italy is joy, optimism, love, passion, life. And what has gray got to do with all that? Nothing!
“The world doesn’t need another gray car. So let’s change the rules!”
A crane picks up a gray Fiat 600e occupied by Francois and dips it into a giant vat of orange paint in the middle of a town piazza, driving home the point.
The electric 600e debuts Tuesday, July 4.