As Fiat continues to make a name for itself in the Americas, it feels it no longer needs help from its former advertising partner, Impatto Custom Marketing.
We recently saw Impatto’s first piece of work when Fiat launched the drive-in commercial on August 1, featuring the all-new 2012 500. But another ad made it apparent Fiat chose to take a different path. A spicier commercial with Jennifer Lopez that aired September 12 teased more of what’s to come later this year from the J. Lo-Fiat 500 alliance – something Impatto was not a part of, or will be a part of.
So who will be Fiat’s next partner? According to Automotive News, Diana Gutierrez, spokesperson for Chrysler, said there is no timetable to name another agency.
While Gualberto Ranieri, another spokesperson for Chrysler, didn’t provide any more details on the split, he did say things were “winding down.” Automotive News reports that Michael D’Antonio, founder and CEO of Impatto, didn’t return their phone calls.
Fiat, however, is still milking the ex-relationship and will keep using the “Life is Best When Driven” tagline, which Impatto came up with, and is featured in the J.Lo spot.
We believe there will plenty of suitors for Fiat to seek, as the Italian company is on a roll. It currently operates 102 dealerships across the U.S., and plans to open 28 more by the end of the year. Fiat has already sold 11,088 vehicles, but we expect that number to grow once the hot Abarth version of the iconic 500 subcompact arrives on U.S. soil next year.
Source: Automotive News (subscription required)