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Fiat refuses to produce gray cars anymore

June 29, 2023

Colorful Italy

Italy is characterized by vibrant colors. Think of the sea of Italy, the sun of Italy, the earth of Italy and the sky of Italy. From the diverse Italian landscape – and all that goes with it – Fiat draws its inspiration to color cars.

No more gray cars

“We have decided to stop producing gray Fiat cars. This is challenging and disruptive and it is intended to further strengthen Fiat’s leadership as the brand of joy, colors and optimism,” said Olivier Francois, Fiat Chief Executive Officer and Global Chief Marketing Officer at Stellantis.

Dolce Vita

“Italy is the land of colors and from today on Fiat’s cars are no exception. This choice further conveys the values of the New Dolce Vita and the brand’s Italian DNA to the public. Fiat wants to inspire people to live with optimism and positivity.”

Various colors, but no gray

The current Fiat range – 500e, 500 Hybrid, 500X, Panda and Tipo – is available in a variety of colors, including: 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 – all with evocative names reminiscent of the beautiful Italian landscapes and the dolce vita mood. But gray, no. Fiat doesn’t do that anymore. The new Fiat 600e, an all-electric crossover, also does not come in gray. The presentation of the Fiat 600e will take place on July 4.

Number of gray Fiat models in the Netherlands

We wonder what Fiat’s color palette will look like in a few years. By 2023, 21.4 percent of all Fiat models registered in the Netherlands will still be gray, RDW data show. Silver is also registered as gray in this case.