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SUMMARY• CORE IDEA: Why did FIAT succeeded?

• BACKGROUND: What is FIAT known for?

• HERITAGE: FIAT’s past, achievements, failures, changes.

• BRAND STRATEGY: Mission, Vision. Brand and customer relationship.

• THE ROLE OF THE BRAND: How the brand helped FIAT to succeed.

• FINANCIAL PERFORMANCE: How FIAT grew because of its brand.

• DESIGN HISTORY: Evolution of car design an logo design.

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FIAT

Turin

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FIAT1899 2009

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WHY FIAT SUCCEEDED?

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POPULAR UTILITARIAN CARS

Topolino 600 Punto1936 to 1955 1955 to 1969 1993–present

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AGNELLI’S FAMILY

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AGNELLI’S FAMILY

Giovanni Agnelli  Gianni Agnelli John Elkann1899 - 1945 1966 - 1996 2010 - present

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GIOVANNI AGNELLI 1899 - 1945

Giovanni Agnelli 1899 - 1945

First factory Fiat 24 HP1903 -1905

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GIANNI AGNELLI

Gianni Agnelli 1966 - 1996

Fiat 124 spider1966 - 1985

Alitalia

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JOHN ELKANN

John Elkann2010 - present

Fiat 5002010

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WHAT IS FIAT KNOWN FOR?

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HERITAGE

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HISTORY

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HISTORY

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HISTORY

Fiat 124 Fiat 850

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HISTORY

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HISTORY

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BRAND STRATEGY

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STRATEGY

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STRATEGY

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STRATEGY

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STRATEGY

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STRATEGY

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STRATEGY

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WHY THE BRAND HELPED FIAT TO SUCCEED?

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HOW FIAT GREW BECAUSE OF ITS BRAND

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REPUTATION

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REPUTATION

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HOUSE OF BRANDS

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USA

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LOGO HISTORY

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1899

• The ‘Fabbrica Italiana Automobili Torino’ company was founded in Turin.

• Small parchment containing the company name.

• This very elaborate design eventually became the first Fiat logo.

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1901

• Fiat decided to apply a proper logo on its cars: a small enameled brass plate in the centre of which the name Fiat appeared, with the characteristic A, which remained practically unchanged up to the present day.

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1904

• Balance, solidity and identity were the qualities conveyed.

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1921

• The logo became circular, with the Fiat name in red on a white background.

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1925

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1932

• The rectangular shape took the form of a shield, a symbol rather more fitting for the radiator grilles on the new models.

• With a series of slight variations, this logo was used on Fiat cars up until 1968.

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1965

• The logo featuring four blue rhombuses was adopted, a logo that was to become the main identifying element for the entire Fiat group.

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1999

• The brand’s 100th anniversary saw a return to the style of the logo from the 1920s.

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2006

• After having boasted eight awards as Car of the Year - the most sought-after recognition in the motoring world - the Fiat logo has been changed.

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2008

• Fiat Groups new visual identity was designed by Robilant Associati. A square with a silver background containing the words Fiat Group in blue separated by a red stripe.

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2008

• Robilant Associati is the leading Brand Advisory and Design firm in the Italian market.

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2010

• Fiat Splits, Gets Two New Logos

• The new logos were created in response to the need to differentiate the automobile group from the product-related brands

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2011

• Fiat Spa will be marked by a logo bearing the name Fiat in elongated blue letters.

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THANK YOU!


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