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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.

FIAT

Turin

FIAT1899 2009

WHY FIAT SUCCEEDED?

POPULAR UTILITARIAN CARS

Topolino 600 Punto1936 to 1955 1955 to 1969 1993–present

AGNELLI’S FAMILY

AGNELLI’S FAMILY

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

GIOVANNI AGNELLI 1899 - 1945

Giovanni Agnelli 1899 - 1945

First factory Fiat 24 HP1903 -1905

GIANNI AGNELLI

Gianni Agnelli 1966 - 1996

Fiat 124 spider1966 - 1985

Alitalia

JOHN ELKANN

John Elkann2010 - present

Fiat 5002010

WHAT IS FIAT KNOWN FOR?

HERITAGE

HISTORY

HISTORY

HISTORY

Fiat 124 Fiat 850

HISTORY

HISTORY

BRAND STRATEGY

STRATEGY

STRATEGY

STRATEGY

STRATEGY

STRATEGY

STRATEGY

WHY THE BRAND HELPED FIAT TO SUCCEED?

HOW FIAT GREW BECAUSE OF ITS BRAND

REPUTATION

REPUTATION

HOUSE OF BRANDS

USA

LOGO HISTORY

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.

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.

1904

• Balance, solidity and identity were the qualities conveyed.

1921

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

1925

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.

1965

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

1999

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

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.

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.

2008

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

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

2011

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

THANK YOU!