Fiat has announced a new service to help customers find the perfect paint colour for their new car.
To celebrate the launch of the new Fiat 500 Hybrid, the Italian marque is offering 20 people the chance to receive a free one-hour virtual colour consultation – and a personalised pocket guide.
Using techniques typically found in the fashion industry, the colour-matching sessions aim to identify the hues that create the ‘most harmonious and flattering look’ for each particular person.
Applying this to the automotive world means helping drivers to find a paint colour that best suits their physical features.
It follows Fiat’s pledge made in 2023, when the company made a commitment to celebrate colour and avoid producing cars with grey paint.
Notably, grey has been the UK’s most popular car paint choice for the past eight years.
Persuading drivers to be bold
Fiat’s colour-matching offer comes after a survey showing that 22 percent of UK adults have no idea which hue suits them best.
In addition, almost two thirds (60 percent) thought a vehicle’s colour is important, with 51 percent believing their car reflects who they are.
Black was the preferred paint colour among the car owners surveyed, being chosen by 22 percent. Blue was the second most popular hue, picked by 18 percent, with grey the choice of 15 percent.
Vicky Booker, stylist and colour expert from Colour Me Beautiful, who will undertake the consultations, said: “Choosing a car is a deeply personal decision, but many of us focus on practicality before thinking about whether its colour truly reflects who we are.
“We’re delighted to be partnering with Fiat to offer complimentary virtual colour consultations, helping drivers discover colours that complement both their personal style and the car they choose to drive.”
Ditching grey for more joy
Kris Cholmondeley, managing director of Fiat UK, added: “The launch of Fiat 500 Hybrid is the perfect moment to celebrate something that has always been at the heart of our brand: colour. At Fiat, we believe colour brings joy, optimism and personality into everyday life.
“That’s why we took the bold step of removing grey from our lineup, and why we continue to champion vibrant colours across the brand.
“There’s enough grey in the UK skies and on the UK roads. We want to stand out, bring joy to our customers and to the UK roads.”
Fiat’s colour-matching competition will run until Thursday 29 October 2026. Entries can be made through the marque’s UK Instagram social media page.
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