Turin, Italy — Fiat will no longer produce grey cars, the Italian automaker announced earlier this week.
The automaker said that, as of June 2023, Fiat “stops producing grey cars,” referring to the move as “Operation No Grey.”
“The decision was made to enhance the importance of colours in life, embodying the Italian way of living,” wrote Fiat in its press release.
A flashy video, wherein a model of Fiat’s upcoming fully electric 600e is dipped into a vat of bright orange paint, was posted alongside the announcement, featuring CEO Olivier Francois.
In the video, Francois criticizes French, German and Japanese automakers for sticking to grey cars as they’re an “easy sell”—it’s the most popular colour for cars in the United Kingdom, according to Fiat’s press release.
“We broke the rules: we decided to stop the production of FIAT grey cars. This is challenging and disruptive and it is aimed to further reinforcing FIAT’s leadership as the Brand of joy, colours, and optimism. Italy is the country of colours and, starting from today, FIAT’s cars too,” said Francois in the company’s official press release.
