Any shade the shopper needs, so long as it is not grey.

Grey could be one of the crucial standard automobile colours on the planet, however not at Fiat. In a YouTube video shot within the colourful coastal city of Lerici, Italy, and launched Monday, Could 26, the Italian automaker owned by Stellantis declared it’ll now not produce grey vehicles. As a substitute, the model’s palette will likely be impressed by the Italian sea, solar, earth and sky, in response to a press launch.

Within the video, Olivier Francois, Fiat CEO and Stellantis international CMO — in Italian — says: “Ah, grey. The carmakers’ favourite shade! German grey. Japanese grey. French … A simple promote. At all times sells.

“However hey, we’re not speaking about Germany, Japan or France. We’re speaking about Italy. Simply look: Italy is pleasure, optimism, love, ardour, life. And what has grey bought to do with all that? Nothing!

“The world does not want one other grey automobile. So let’s change the principles!”

A crane picks up a grey Fiat 600e occupied by Francois and dips it into a large vat of orange paint in the midst of a city piazza, driving house the purpose.

The electrical 600e debuts Tuesday, July 4.