Recently I was car shopping, and I swear all of the cars were grey. Grey. Grey. Grey. So boring!
But Fiat promises to change all that! The Turin-based manufacturer declares that they will no longer produce grey cars and will now focus on offering colors that capture the essence of the Italian sea, sun, earth, and sky. This change will take effect immediately, and to prove it, they sunk a grey car into a giant vat of orange paint.
The handwaving Itlian telling us about this is none other than Fiat CEO Olivier Francois. The spot was shot at the beautiful seaside town of Lerici on the Italian Riviera, so we can see what he means by an Italian color palette.
“Italy is joy, optimism, love, passion, life and what has grey got to do with all that? Nothing!”
Client: Fiat
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Related: https://www.theguardian.com/commentisfree/2023/jun/28/everything-in-our-...
Looking around, it then struck me that most cars are now grey. Apart from the sheer dreariness, this is surely suboptimal in terms of safety; like me in my front room that day, they’re all camouflaged against the roads and, often, the sky.
Why is this? “It’s beyond me,” shrugs Steve Fowler, the editor of Auto Express. “No idea why there are so many dull car colours, and many cars come in different shades of grey. The Range Rover I have is available in four greys and four silvers. How many do you need?” He directed me to an article in which I learned that last year more than a quarter of new cars registered were grey. A quarter! Even worse, “Second and third places on the podium went to grey’s partners in monotone crime, black and white.” If you also lump in silver, surely guilty of a monotone crime, more than two-thirds of all new cars belong in black and white films.
Olivier François, the CEO of Fiat, has seen a window of opportunity. My man at Auto Express flags up a video that is nothing less than life-affirming. “Ah, grey!” François despairs, walking between grey cars, with gesticulations and coiffure appropriate for a Frenchman in charge of an Italian car firm. “The carmakers’ favourite colour! German grey, Japanese grey, French grey. An easy sell. Always sells!”
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