Fiat: Selling Sex, Seduction And Immigrants

Via The View From BlueRidge 

Chrysler and the U.S. auto industry have been on the mend since the financial crisis (see Imported From Detroit). Europe’s economy, on the other hand, has remained stagnant. As a result, Fiat announced its return to U.S. with the Fiat 500. Although the brand has remained popular in foreign markets like Latin America and Europe, it has been effectively dead in America since Tony’s Departure in the 1980’s. Initial efforts to revive the brand proved challenging. Fiat lacked a broad-based marketing strategy, received mixed reactions and generated little buzz. Until Francois was handed the keys to the brand.

Francois has set the tone and style of Fiat’s...