Fiat just changed the game. Instead of just selling cars, they’re selling a lifestyle.
In 2024, the Italian automaker launched Fiat House, a 309-unit apartment complex in Fort Lee, New Jersey. The catch? Residents get access to Fiat’s electric 500e sedan as part of the deal. The entire building is decked out with Fiat branding, from its design to exclusive resident perks. (WSJ)
Why This is Genius
- Fiat Gets Daily Brand Exposure: Located next to the George Washington Bridge, Fiat House is seen by thousands of commuters daily.
- Hands-On Test Drives: Residents live with Fiat’s EVs, making them more likely to buy one.
- Taps Into the Sharing Economy: Younger consumers love flexible car ownership. This gives them a taste of Fiat without the full commitment.
Lessons for the Auto Industry
- Think Beyond Dealerships: Brand partnerships with real estate and hospitality could create new customer experiences.
- Leverage High-Traffic Locations: Fiat put its brand where people see it daily—how can others do the same?
- Make Products a Lifestyle Choice: Instead of just selling cars, sell a way of living. Fiat is proving that car marketing isn’t just about selling vehicles—it’s about creating experiences.
