Fiat introduces virtual colour-matching service to personalize car shade choices
Fiat has rolled out an online colour-analysis tool that recommends car hues based on individual features, tied to the launch of the new Fiat 500 hybrid.
Fiat launched a virtual colour-analysis service that uses established fashion-industry techniques to assign customers to one of six tonal categories—light, deep, warm, cool, clear or soft—and recommend car colours that flatter their appearance. To celebrate the Fiat 500 hybrid, the brand is offering a contest on Instagram where 20 participants will receive a complimentary hour-long online consultation and a custom pocket guide.
Stylist Vicky Booker of Colour Me Beautiful, who is collaborating with Fiat, explained that the service helps buyers align vehicle colour with personal style. Market research cited by the company indicated that a majority of respondents view car colour as an important, identity-reflecting factor, and that black, blue and grey are the most popular shades. Fiat’s UK managing director Kris Cholmondeley linked the launch to the brand’s broader commitment to vibrant colours after eliminating grey from its lineup.
Why it matters
It shows how car makers are using personal-style technology to influence purchasing decisions.
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