Fiat Is Your FWB In New, 'Environmentally Sexy' Campaign

June 21, 2013

F is for Friday. And Fiat. And Frivolous. 

And so, we present, Fiat's flashy, frivolous new website. Happy Friday. 

On the surface, "Environmentally Sexy" looks like an especially cheesy dating site, complete with lovey-dovey photos of models who found love with other models, posing in front of five-dollar sunset backdrops. Visitors are asked to fill out a brief survey -- Mad Libs style -- enter a little personal data, and voila, the website finds their perfect match.

Except, of course, that their match is a car. Specifically, it's one of five Fiat 500e electric cars, each of which has its own personality, reflected in its color: Arancio Elettrico (Electric Orange), Bianco Perla (White Pearl), and so on.

Why would Fiat go to all this trouble? According to Jason Stoicevich, who heads up Fiat in North America: "The Fiat 500e is not your typical battery-electric vehicle; it's innovative, stylish, fun to drive and affordable. It was essential to design a site that would match the vehicle's persona and encourage visitors to test drive and ultimately purchase or lease a Fiat 500e."

Which are about the only two sentences in the entire "Environmentally Sexy" press release that don't have the word "environmental" in them. Oh well, at least they didn't make one of the cars green.

For now, the 500e is available only in California at select Fiat outlets, with a starting price of $31,800. Those who live elsewhere will have to bide their time watching the growing series of "Environmentally Sexy" videos on Fiat's YouTube channel.


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