As of today, Fiat stops producing gray cars. The decision was made to enhance the importance of colors in life, embodying the Italian lifestyle and reaffirming the value of the brand's New Dolce Vita. Indeed, Italy is associated with vibrant colors such as Italy's sea, sun, earth, and sky; such amazing landscapes provide Fiat with much inspiration for its cars. The strategy was implemented to add a distinctive feature to the cars in the automotive market, as 2023 is the year of significant change for the brand. "We broke the rules: we decided to stop producing gray cars. This is a challenging and disruptive choice aimed at further strengthening leadership as a brand of joy, colors and optimism. Italy is the country of colors and, from today, also of Fiat cars," said Olivier Francois, Fiat CEO and Global Chief Marketing Officer of Stellantis. "This choice reaffirms to people the values of the New Dolce Vita and the Italian DNA embodied by the brand. Fiat wants to inspire people to live with optimism and positivity, and this will also be one of the missions of the new Fiat 600e, the electric car for families and friends, which will be presented on July 4". In the new dedicated video, thanks to which customers can discover the carmaker's new colorful world, Olivier Francois, CEO of the brand on board the new Fiat 600e takes a deep dive into color, under the claim "Italy, the land of colors. Fiat, the brand of colors". The current range - New 500, 500 Hybrid, 500X, Panda and Tipo - is available in a variety of color tones, including Gelato White, Sicily Orange, Paprika Orange, Passion Red, Blu Dipinto di Blu, Italy Blue, Venice Blue, Rugiada Green, Forest Green, Rose Gold and Cinema Black - all evocatively named after Italy's scenic beauty and Dolce Vita.