The Next Wave of Italians Has Come to America

Italian Unreliability: Fiat has a low quality perception in the U.S. Italian car brands are synonymous with unreliability. Fiat North America wanted to downplay creative that put the primary focus on an import car “made in Italy”. 

Fashion Over Function - Qualitative research supported the fact that the Fiat 500’s unique Italian design and style were the most motivating purchase drivers. 

Embrace Our Italian-ness - We celebrated and doubled down on the beauty and mystique of the sexy Italian designed import. The connection was expanded by partnering with Italian fashion icon Gucci.

Result: Fiat’s 58,000 vehicle initial production sold out and received an additional 300,000 orders. Shattering launch estimates, Fiat’s 58,000 in initial inventory sold out immediately - an additional 200,000 orders were filled shattering launch estimates.