Fiat 600e marks the end of grey Fiat cars

For an announcement of such importance, no one could have been more fitting than Fiat CEO Olivier François. At the very start of his message, he refers to car manufacturers and their apparent preference for shades of grey.

For Fiat, however, the less colourful days are over. Olivier François has announced that, from today, the Italian brand will no longer manufacture grey cars. The new 600e will be the first, although the decision applies across the entire range.

Fiat ends production of grey cars

From now on, the brand will offer colours including Gelato White, Sicilia Orange, Paprika Orange, Passione Red, Dipinto di Blu Blue, Italia Blue, Venezia Blue, Rugiada Green, Foresta Green, Rose Gold and Cinema Black. Naturally, every shade reflects the spirit of Dolce Vita and draws inspiration from Italy’s sea, sunshine, land and sky.

In Olivier François’s words, “we have broken the rules: we decided to stop producing grey Fiat cars. This is challenging and disruptive, and is intended to further strengthen Fiat’s leadership as the Brand of joy, colour and optimism”.

“Italy is the country of colours and, from today, Fiat cars are too.”

Olivier François, Fiat CEO and Stellantis CMO

The Fiat CEO also added that “this choice communicates even more clearly to people the values of the new Dolce Vita 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, which will be unveiled on 4 July”.

Fiat 600e stars in a colourful video

To mark the significant occasion, a special video was created featuring Olivier François and the new Fiat 600e as its protagonists.

The film takes viewers to Lerici, a small tourist paradise in northern Italy on the Tyrrhenian Sea coast. Its central square is filled with every kind of colour, except grey.

A colourful farewell to grey Fiat models

At the heart of the square, the brand installed a huge bucket of orange paint. With the assistance of a crane, Olivier François and the new Fiat 600e dive into it. In this way, Fiat officially bids farewell to greyer shades throughout its model range.