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Transcript of FIAT
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#
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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!