J Lo

I have been watching Fiat’s foray into the US market for the past few months, and every time I see a new commercial for their cars, I am left feeling a bit baffled. Who the heck are these ads speaking to? It is very interesting to see a large company struggling to articulate and define their target customers. Now, I do understand that the ads below are for two different “iterations” of the Fiat 500. However, Fiat didn’t have a brand presence in the US prior to these commercials airing, so it would have been wise for them to use these first few commercials to establish their brand identity. Also, both the Fiat 500 and the Fiat 500 Abarth look pretty much exactly the same, so to the casual observer all of the following commercials could be for the same car. Continue reading →