Fiat for the past few years has been taking steps to resurrect itself. The new "make the move" ad wants consumers to make the move to a Fiat and highlights the moves Fiat itself has made to address consumer concerns.
For drivers like myself the choice of Fiat had always been one of mind-over-matter, of beauty and of love. It's a courageous (stupid) decision taken knowing all odds, to follow the heart and do exactly what one wants to do.
Fiat's advertisements in the past, the good, bad and ugly ones have never tried to reason they always went for the heart.
This time Fiat have served a heady cocktail to stir up ambition and courage to a target audience that needs a little push to put their plans in motion.
To begin with the ad encourages the consumer to make the move on their plans, this is followed by the moves Fiat has made itself in terms for setting up exclusive showrooms, caffes, roadside assistance etc. All steps Fiat took to ensure prospective buyers that their network of sales and after sales service is setup and there is less room for worry on that front.