Dear Fiat, Thank you for ‘No more gray’ – it's a human-centric move that's distinctive, differentiating, and highly memorable.
Thank you for demonstrating how to keep it simple. The most popular car colour that people choose is gray – #Zig. So do the opposite – #Zag. As you say, “The world doesn't need another gray car”.
“But what about all the people out there that want gray cars? We're turning them away…” cries a sales-orientated organisation. But you appear to be a market-orientated organisation. Strategic. Choiceful. Customer-centric.
Centring your brand strategy on a fundamental human motivation (Identity), as opposed to trying to hit multiple (competing and contradictory) motivations.
Thank you for understanding that people want to stand out, that they want to be unique, that they want a sense of individualism and personal style.
Not everyone (see gray car buyers). But a lot of people. Enough people. (And of course, there's plenty of other brands in the Stellantis stable for people who want gray.)
And when combined with the “Italian-ness” DNA that's at your very core, it's a win-win.
Thanks again Ned