On the bright side, no more gray Fiats

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Italian Automaker Ditches Gray Cars, Embraces Vibrant Hues Inspired By Nature

Fiat's Chief Executive Officer and Stellantis' Global Chief Marketing Officer, Olivier Francois, takes control of a Fiat 600e automobile in the captivating "Operation No Grey" video.

Customers are free to choose any hue they desire, with the exception of the color gray.

Gray may be a widely favored hue for cars globally, but Fiat has chosen to go against the trend. In a recently published YouTube video, shot in the vibrant coastal town of Lerici, Italy, and unveiled on Monday, May 26, the Italian car manufacturer, which is under the ownership of Stellantis, boldly announced that it will cease the production of gray vehicles. Instead, Fiat plans to draw inspiration from the captivating elements of the Italian sea, sun, earth, and sky for its future car color palette, as stated in a press release.

In the video, Olivier Francois, the CEO of Fiat and the global CMO of Stellantis, expresses in the Italian language, "Oh, grey. The preferred color of automobile manufacturers! German grey. Japanese grey. French... A color that effortlessly attracts buyers. It never fails to sell."

However, let's not discuss Germany, Japan, or France here. Instead, our focus is on Italy. Take a glimpse: Italy represents delight, hopefulness, affection, enthusiasm, and vitality. So, what association does the color gray have with any of these? Absolutely none!

"The globe doesn't require another monotonous vehicle. Hence, let us alter the regulations!"

A big machine with a long arm lifts a gray Fiat 600e with Francois inside and lowers it into a massive container filled with orange paint in the center of a public square, emphasizing the message.

The new electric 600e will make its first appearance on Tuesday, July 4.