13. Fiat slogans began to take hold in the consumers psyche -- "Life is best when driven", Driven by Passion", "Beauty runs in the Family" - The consumer wants to be a part of this positive experience, they believe the car will bring them the beauty, passion, and fun they desire in life.

Fiat on

13. Fiat slogans began to take hold in the consumers psyche -- "Life is best when driven", Driven by Passion", "Beauty runs in the Family" - The consumer wants to be a part of this positive experience, they believe the car will bring them the beauty, passion, and fun they desire in life.

20. Now that the consumer has decided to buy a Fiat, they must consider which model and color they want to purchase as well as how they will pay for the car. Throughout their research, they have probably preliminarily determined the model, color and how they will finance that car. But now is the time to finalize the decision. For some this will be difficult, for others it will be quick decisions since the hard work is already done.

20. Now that the consumer has decided to buy a Fiat, they must consider which model and color they want to purchase as well as how they will pay for the car. Throughout their research, they have probably preliminarily determined the model, color and how they will finance that car. But now is the time to finalize the decision. For some this will be difficult, for others it will be quick decisions since the hard work is already done.

7. Some Americans were introduced to Fiat on their travels in Europe and Italy. They came back to the United States with a love of the small car and the nostalgic feeling it brings to them.

7. Some Americans were introduced to Fiat on their travels in Europe and Italy. They came back to the United States with a love of the small car and the nostalgic feeling it brings to them.

Welcome - please follows the pins through a customer journey of Fiat in the United States market.

Welcome - please follows the pins through a customer journey of Fiat in the United States market.

23. One exclusive model that Fiat offers is the 500 by Gucci. Fiat co-branded with Gucci to offer this limited edition Fiat.  The Gucci Fiat has the signature Gucci red and green stripe on the outside and inside of the car. It also has the Gucci logo on the wheels and seats. This is definitely a hit with the young, trendy, fashionistas!

23. One exclusive model that Fiat offers is the 500 by Gucci. Fiat co-branded with Gucci to offer this limited edition Fiat. The Gucci Fiat has the signature Gucci red and green stripe on the outside and inside of the car. It also has the Gucci logo on the wheels and seats. This is definitely a hit with the young, trendy, fashionistas!

24. One of the whimsical and fun aspects to a Fiat is the many different colors to choose from, all described in Italian. A consumer can go with a classic white, black, or silver. But Fiat's also look great in yellow, green, orange, and light blue, which is hard to say for most cars.

24. One of the whimsical and fun aspects to a Fiat is the many different colors to choose from, all described in Italian. A consumer can go with a classic white, black, or silver. But Fiat's also look great in yellow, green, orange, and light blue, which is hard to say for most cars.

22. One forward thinking model that Fiat offers is the 500e. In 2012, Fiat introduced the 500e in California. The 500e is 100% battery powered and yields zero tailpipe emission. The 500e allows Fiat to take part in the growing market of electric vehicles and appeals to the environmentally conscious yet chic young consumers.

22. One forward thinking model that Fiat offers is the 500e. In 2012, Fiat introduced the 500e in California. The 500e is 100% battery powered and yields zero tailpipe emission. The 500e allows Fiat to take part in the growing market of electric vehicles and appeals to the environmentally conscious yet chic young consumers.

6. As dealerships opened in major cities, Americans began to see Fiats on the street. They stood out because they were smaller than most cars, came in fun colors, and looked "cute".

6. As dealerships opened in major cities, Americans began to see Fiats on the street. They stood out because they were smaller than most cars, came in fun colors, and looked "cute".

4. Fiat's next campaign, in 2012, was introduced on YouTube and then as a commercial during the Super Bowl and featured a sexy Italian woman. The commercial was hugely popular and increased Fiat sales in the months after it aired.

4. Fiat's next campaign, in 2012, was introduced on YouTube and then as a commercial during the Super Bowl and featured a sexy Italian woman. The commercial was hugely popular and increased Fiat sales in the months after it aired.

3. Fiat's first marketing campaign, in 2011, was with Jennifer Lopez as the celebrity endorser. In the commercial, she was driving through the Bronx in her Fiat. The commercial received some backlash because Jennifer Lopez did not film the commercial in the Bronx so there was a feeling of inauthenticity.  She also performed on the American Music Awards in a Fiat.

3. Fiat's first marketing campaign, in 2011, was with Jennifer Lopez as the celebrity endorser. In the commercial, she was driving through the Bronx in her Fiat. The commercial received some backlash because Jennifer Lopez did not film the commercial in the Bronx so there was a feeling of inauthenticity. She also performed on the American Music Awards in a Fiat.

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