In 2018 FIAT saw solid sales gain. However, they realized that there is a stronger demand for trucks and SUVs. Fiat then discontinued their sedans. They announced an all new electric Fiat 500, which would require a new marketing campaign.

There's a car for every kind of personality. For the rugged outdoor type, maybe a Jeep or a 4x4 Truck. For the beach goer, a station wagon to hold their surfboards. Everyone has a type of car that reflects them. Playing on the personas is a fun way to market as everyone can identify with them. Fiat is a brand that is youthful and charismatic, and needs a different approach.