WE FADE TO GREY [472]

“Operation No Grey” was a campaign launched in June 2023 by the car manufacturer Fiat, with the advertising agency Leo Burnett Italy, announcing they will no longer sell cars painted grey. This was symbolised by dipping their latest car, the Fiat 600e, into a vat of orange paint. Their press release said, “The decision was made to enhance the importance of colours in life, embodying the Italian way of living and reaffirming the Brand’s New Dolce Vita value.” This was followed in February 2024 by a full La Dolce Vita guide, provided to help Fiat’s British customers lead a more relaxed and Italian lifestyle.

This gimmick, posture and provocation was most likely fuelled by car sales data from the Society of Motor Manufacturers and Traders confirming that grey has been the most popular car colour sold in the UK since 2018, counting for 26.8% of all new cars sold in 2023. With second choice black taking 20.2%, and third choice white at 16.5%, blue is the first non-monochrome choice with 15.1%. The overwhelming popularity of grey and monochrome colours was found among both personal fleet buyers in all parts of the UK, perhaps the result of wanting to protect the resale value of the car.

Fiat’s decision also attempts to highlight themselves above other car brands. Despite being a significant part of the gargantuan conglomerate Stellantis, they are still one brand among many: Fiat’s car range is comprised of small cars like the 500, 600 and Panda, with the Ford Focus-sized Tipo no longer sold in the UK. Despite compete with similarly-sized cars from Renault, Volkswagen, Seat and Skoda, they also vie with other Stellantis brands like Vauxhall, Opel, Peugeot and Citroën, the latter having its own extensive history of small cars. Want a bigger Fiat? Stellantis will sell you an Alfa Romeo instead or, better still, a Maserati.

Checking Fiat’s website in other countries confirm they do not sell grey cars elsewhere either, although they don’t need to sell La Dolce Vita to the Italians. However, what I have noticed is they have restricted the choice of available colours in another way: the price. The new 600 is available in red, but if you want any other colour, including Sunset Orange, it will cost you £650. Likewise, the electric 500e (Ice White), the original 500 hybrid (Sicilian Orange) and the Panda (Gelato White) are essentially sold in only one colour, unless you pay extra – the upcoming Grande Panda has no information available on which colour, or colours, you can get for free.

Increased choice is available, but not necessarily demanded, so therefore, if you want La Dolce Vita, you will have to pay for it. Even with a base Fiat 500 coming in at just under £17,000, an extra £650 is a significant cost to add for something that, while making your car easier to find, won’t change how it drives.