Fiat Boots Gray Cars For Good In Favor Of Colors, Painting Shift In Vivid Stunt

Say arrivederci to the gray car trend because Fiat is shaking things up in a colorful way! The Italian automaker has bid farewell to the dull hue, and instead is embracing something more lively and vibrant.

In a new campaign, Fiat CEO Olivier Francois has made a bold announcement: the production of gray cars is over, as Fiat wholeheartedly embraces Italy’s vibrant sights and sounds.

From the dazzling coastlines to the picturesque mountains and the rich history, Italy has always captivated locals and tourists alike with its vibrant charm. And now, Fiat is using its vehicles to showcase the country’s true colors.

Fiat pulled off a spectacular stunt to mark the end of the gray car era, with CEO Olivier Francois seated inside the new 600e as it was lifted nearly 50 feet into the air. Then, in a grand display, the vehicle was submerged into an enormous can of orange paint, effectively washing away the gray.

Spectators were treated to a freshly painted bright orange Fiat, and the video ended with a banner that stated, “ITALIA. LA TERRA DEI COLORI. FIAT. IL MARCHIO DEI COLORI.” (Italy. Land of Colors. Fiat. Brand of Colors.)

Francois declared: “We broke the rules: we decided to stop the production of Fiat gray cars. This is challenging and disruptive, aimed at further strengthening Fiat’s position as the brand of joy, colors, and optimism. Italy is the country of colors, and starting today, Fiat’s cars will reflect that too.”

He added, “This choice communicates 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 car for families and friends.”

It’s a bold move to eliminate an entire shade from their lineup. Gray has been a popular choice for practical-minded drivers in many countries, serving as a safe and neutral option. But perhaps that’s precisely the point—Fiat wants us to realize that life is too short to blend in. It’s encouraging us to inject color into our lives, starting with our cars.

[via Famous Campaigns and Autocar, images via various sources]