Fiat, known for its bold and innovative approach, chose an unconventional way to mark the summer solstice on June 21st. To celebrate the longest day of the year, the Italian carmaker decided to dip its all-new 600e electric SUV in a colossal bucket of vibrant orange paint, with the CEO himself sitting inside the vehicle.
While the small electric SUV has been spotted undisguised on the streets prior to its official unveiling, this spectacular event added an extra touch of excitement to the anticipation.
In a picturesque Italian city, surrounded by a perplexed crowd, a massive bucket resembling a small building was positioned in the center of a square, awaiting its vibrant contents. The silver-painted Fiat 600e gracefully made its way to the scene, catching the attention of onlookers. Suspended by a crane, the electric SUV was prepared for its colorful plunge.
Fiat’s CEO, Olivier Francois, remained seated behind the wheel as the dipping process began. As the windows were rolled up, the 600e was fully immersed in the orange sea of paint. Despite the immersion, the transformation was confined to the vehicle’s exterior, sparing Francois from the need for the towels that were readily available as he stepped out of the 600e.
Italian Colors and Vibrant Future
Fiat explained that June 21st represents a day when Italians can enjoy the vibrant colors of summer for the longest duration. The paint-dripping spectacle served as a visual representation of this sentiment. Additionally, the carmaker hinted at “more colorful novelties” in the pipeline, leaving enthusiasts eagerly anticipating what lies ahead.
However, Fiat has yet to announce a specific date for the official debut of the Fiat 600e.
Here’s the full video:
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