Comparing your product to a competitor’s in an ad is a bold move at the best of times, let alone when what you’re selling has been far less successful.
However, it seems Fiat’s US division doesn’t care too much about those conventions, as it’s attempted to get people talking about its struggling Fiat 500e electric city car by highlighting arguably the most talked-about electric vehicle (EV) on sale – the Tesla Cybertruck.
In a video uploaded to YouTube, Fiat compares the two EVs, but not with facts and figures.
Instead, the carmaker uses a play on words to juxtapose its pint-sized EV to the mammoth Cybertruck, such as saying the latter was “inspired by angles” while its own offering was “inspired by angels”.
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Unfortunately, buyers are left to do their own research on the Fiat 500e as no information about its power, range or features are included in the short video.
According to US publication Car and Driver, Fiat has sold just 204 examples of the 500e in the North American market this year. For context, it’s shifted 156 in Australia, a much smaller new-vehicle market than the US.
Adding to the 500e’s woes, production of Fiat’s electric city car was paused in September, and the halt has now reportedly been extended to early November, with “weak orders” being attributed to the manufacturing cuts.
Fiat Australia has stopped bringing the old petrol-powered 500 to Australia, leaving only the 500e – which costs almost twice as much – remaining in local showrooms.
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