is in crisis
. With 5,600 temporary redundancies and imminent strikes, Italy's best-known car maker is heading down the tubes. There was outrage yesterday when Silvio Berlusconi
offered the troubled company some unwanted advice. His tips included scrapping the [Fiat] brand name and rebadging the cars as Ferraris
[also owned by Fiat]. The Fiat Stilo could be restyled as the ‘Ferrari Woman’ or ‘Young Ferrari.’
Someone hasn’t been studying their branding text books - compare and contrast: Stilo
. We don’t mean this in a snobbish way, but if you’d spent a six figure sum on the exclusivity of a Ferrari badge, you wouldn’t be hugely bolstered by the sight of someone tootling around in a car that cost 1/10 of yours but with exactly the same badge.
Fiat’s main problem is that its current line-up is dull and pedestrian. Of the current range, the Multipla
is the only interesting-looking car (and still isn’t a patch on its original incarnation
). It's unlikely that radical suggestions like the Ecobasic
will make it to production in order to save the company.
Elsewhere. Finnish car adverts
. Classic motor posters
. Remnants of old garages
. Hi-tech easel
, requires Quicktime). Modernist classic for sale