Featured Story: FIAT USA

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After a 27-year absence, FIAT marked its return to the United States with the launch of the FIAT 500 in 2011. After early struggles to reach sales goals, FIAT came to The Richards Group (after our success with sibling Ram) to quickly jump-start the stalled brand.

Consumer research told us that buying a FIAT is not a rational decision. While other small cars market themselves as low-priced and eco-friendly, the FIAT 500 is a car people see and fall in love with. For FIAT, that allure and appeal come from its “Italianness.”

We’ve taken this Italian spirit and married it to American culture to create a brand identity that can belong to FIAT alone. Given that FIAT is selling more cars per year than MINI was able to achieve after six years, we’d say it’s working.

After a 27-year absence, FIAT marked its return to the United States with the launch of the FIAT 500 in 2011. After early struggles to reach sales goals, FIAT came to The Richards Group (after our success with sibling Ram) to quickly jump-start the stalled brand.

Consumer research told us that buying a FIAT is not a rational decision. While other small cars market themselves as low-priced and eco-friendly, the FIAT 500 is a car people see and fall in love with. For FIAT, that allure and appeal come from its “Italianness.”

We’ve taken this Italian spirit and married it to American culture to create a brand identity that can belong to FIAT alone. Given that FIAT is selling more cars per year than MINI was able to achieve after six years, we’d say it’s working.

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