Fiat throws shade at Italian government with 500th advert without logo

Fiat says that even if they remove all the emblems and logos from the 500, it will still be recognizable as an Italian product.

Fiat has created a new advertisement for the 500e, which can also be interpreted as an indirect response to Stellantis’ recent problems with the Italian authorities. The 30-second clip shows the electric vehicle without any badges, claiming that everyone can still recognize it.

The “Fiat | The No Logo ad with the 500th without a badge was shared on the carmaker’s own channel on YouTube. The director removed the 500 emblem from the nose and the Fiat badge from the tailgate, leaving the holes exposed. Additionally, the 500e lettering has been removed from the chrome trim below the side windows, although the center covers appear uncovered.

Read more: Police seize Fiat electric vehicles over Italian flag as Stellantis-government row intensifies

Over a slightly emotional musical background, we can hear the Italian narrator say: “If this car didn’t have a logo, if it didn’t have a name, if it didn’t have a flag. If there was nothing to say what he is or where he comes from, everyone would still recognize him. Because when a car has an iconic design and has always represented the joy of living, it can only be Italian, and it can only be a Fiat.”

At first glance, this seems like a clever way to showcase the electric vehicle’s design, heavily inspired by the classic Fiat 500, and its modern reinterpretation from 2007. However, a little context proves that the message goes deeper.

The Italian government has been a bit tough on Stellantis in recent months, in an attempt to pressure the auto giant to increase production at its Italian factories. The first success was the forced name change of Alfa Romeo’s subcompact SUV from Milano to Junior, shortly after its debut. According to Italian law, it was illegal for a model that would be produced in Poland to bear the name of the city of Milan.

The second blow came when Italian authorities seized 134 examples of Fiat Topolino in the port of Livorno. This time the cause of the problem was a small sticker with the Italian flag. According to the prosecutor, the tricolor could mislead consumers as to the origin of the imported product. Fiat said it intended to communicate that the Topolino was designed in Turin, but quickly complied with the orders.

It is important to note that there have been cases of imported Fiat models wearing Italian colors in the past, without any objection from the authorities. This suggests that the relationship between Stellantis and the current Italian government is likely the reason for all this drama.

The tension appears to be easing after Stellantis announced that it is extending production of the second generation Fiat Panda at the Pomigliano plant until 2030, and the confirmation of the new Fiat 500 Ibrida (a mild hybrid version of the 500th electric) which will be manufactured in the Mirafiori factory in Turin. This will certainly allow the models to retain their badges – and perhaps add a few Italian flags.

Fiat / YouTube