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SUMMARY • CORE
IDEA: Why did FIAT succeeded?
• BACKGROUND: What • HERITAGE: FIAT’s • BRAND • THE
is FIAT known for?
past, achievements, failures, changes.
STRATEGY: Mission, Vision. Brand and customer relationship.
ROLE OF THE BRAND: How the brand helped FIAT to succeed.
• FINANCIAL • DESIGN
PERFORMANCE: How FIAT grew because of its brand.
HISTORY: Evolution of car design an logo design.
FIAT Turin
FIAT 1899
2009
WHY FIAT SUCCEEDED?
POPULAR UTILITARIAN CARS
Topolino
600
Punto
1936 to 1955
1955 to 1969
1993–present
AGNELLI’S FAMILY
AGNELLI’S FAMILY
Giovanni Agnelli 1899 - 1945
Gianni Agnelli
John Elkann
1966 - 1996
2010 - present
GIOVANNI AGNELLI 1899 - 1945
Giovanni Agnelli 1899 - 1945
First factory
Fiat 24 HP 1903 -1905
GIANNI AGNELLI
Gianni Agnelli 1966 - 1996
Alitalia
Fiat 124 spider 1966 - 1985
JOHN ELKANN
John Elkann
Fiat 500
2010 - present
2010
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 • The
Splits, Gets Two New Logos
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!