I have nothing against Fiat (Fix it again, Tony).
They make cool Italian cars and the 500 is a success story in how Euro car companies can and should re-enter the market.
On top of that, they’ve injected some much-needed cash and design experience into sluggish Chrysler/Dodge/Jeep and have helped all those companies to make their best cars in a generation.
hellcathellcatHELLCAT
But after the introduction of the cute and cheeky 500, Fiat followed up with the weird, ungainly 500L, which is a 7 passenger compact car with wheels the size of coffee saucers.
nice
yeesh
You can get Diddy to do your commercial, but that doesn’t mean you can sell a car that just don’t look right.
At least call it the 600 or something.
Now, they’ve come out with a 500X, which is a raised four-door Fiat 500.
It looks sharp, like a first-generation Infiniti FX with a little more flair.
But in the marketing brochure, they describe it as follows:
one for those with a spirited, metropolitan outlook and the other for active, stylish adventurers
I want to f*cking vomit and never stop vomiting.
Who the hell is this supposed to describe?
Who would use this to ever describe themselves?
Who would say these words together in a sentence?
You make cars.
You don’t make lifestyles or outlooks or adventures.
You make an appliance with wheels that takes people places.
Apple is smart–they make you think they create a product that is for adventurers and other crap but they DON’T TELL YOU THAT. They don’t think their audience is a bunch of goddamn idiots. They create a superior product that’s a blank canvas for YOU to draw on.
This is why car companies fail with “lifestyle” cars and then are afraid to build anything other than boring sedans and crossovers–they get all caught up in the marketing jargon and intimidate people who maybe just want a unique way to go from A to B.
By the way–this is not impossible for car companies.
Tesla does it right–they make a superior, desirable product and have done literally zero advertising.
ever seen a TV ad for this? billboard?
When will car companies learn?