22 December 2006

Fiat engages in online dialogue with its customers

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“Fiat is promoting its new ‘Bravo‘ car model engaging a transparent and sincere discussion with its potential customers through the blog Quelli che Bravo,” writes Emanuele Quintarelli on his blog.

“The name is not so innovative, mimicking a well known italian soccer related TV program, but the approach is indeed quite new: presenting the ideas, the actual phases of design, drafts, materials, reflections and several considerations about the challenges involved in a 6 week process (for a car this is an extremely fast cycle).”

“Comments are moderated but visitors can still make their points to get answers (and Fiat employees are effectively giving answers) and the blog is well integrated with videos on YouTube and photos from Flickr.”

“The idea is to show the real people that are often hidden behind a product, their faces and their work. Not only strategic analysts or branding managers but also men that assemble the pieces a car is made of.”

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