Fiat has launched a colour-matching service that identifies which car shades best complement a driver's features. The science-backed approach aims to find the most harmonious and flattering colours for individuals, a technique typically used in the fashion industry but now applied to car purchases.
To celebrate the launch of the new Fiat 500 hybrid, the brand is offering 20 people a complimentary one-hour virtual colour consultation and a personalised pocket guide through a competition on its Instagram account.
How the consultation works
The consultation and guide are based on established colour analysis techniques that categorise people into one of six tonal palettes: light, deep, warm, cool, clear and soft.
Vicky Booker, stylist and colour expert from Colour Me Beautiful, who is working with Fiat on the colour analysis, said: "Choosing a car is a deeply personal decision, but many of us focus on practicality before thinking about whether its colour truly reflects who we are."
Booker added: "Colour analysis helps identify the tones that naturally complement a person's features, helping them feel more confident and comfortable in what they wear. We're delighted to be partnering with FIAT to offer complimentary virtual colour consultations, helping drivers discover colours that complement both their personal style and the car they choose to drive."
Survey reveals colour preferences
The campaign follows a poll of 2,000 adults which found 22% have little to no idea what colours suit them, despite 72% saying they feel more confident when wearing shades that complement them.
The study also found 60% believed the colour of their car was important when they bought it. More than half (51%) said their vehicle is a reflection of who they are, while 40% believe it is an extension of their appearance.
Black was the most common car colour among those surveyed, driven by 22%, followed by blue (18%) and grey (15%). The same shades dominate wardrobes, with 66% saying black is the colour they wear most often, ahead of blue (60%) and white (29%). More than half (56%) choose these colours because they think they suit them, while 46% favour them because they are easier to style.
Fiat's commitment to colour
The campaign continues Fiat's celebration of colour and self-expression, following its pledge in 2023 to no longer produce grey cars. Kris Cholmondeley, managing director of FIAT UK, said: "The launch of Fiat 500 Hybrid is the perfect moment to celebrate something that has always been at the heart of our brand: colour.
"We believe colour brings joy, optimism and personality into everyday life. That's why we took the bold step of removing grey from our line-up, and why we continue to champion vibrant colours across the brand. There's enough grey in the UK skies and on the UK roads - we want to stand out, bring joy to our customers and to the roads."
Meanwhile, 82% admitted they opt for neutral colours at least some of the time because they are the safer choice. The OnePoll.com study also found 43% said their car is ultimately a practical purchase and 27% see it as nothing more than a way of getting from A to B.
