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Elon Musk started an unusual practice in the auto industry, using social media, specifically Twitter, to communicate Tesla news and respond directly to customers and fans of the American brand of electric vehicles. Typically, no other automaker CEO adopts such a procedure, but confinement has challenged creativity when it comes to breaking boundaries and establishing a close relationship, despite the distance the coronavirus has imposed. That’s the idea behind the latest project to promote the new electric 500: “Chatting with Fiat” is presented as a new video format, recorded with a smartphone, where the head of Fiat and Abarth for the EMEA region, Luca Napolitano, responds from his own home to questions raised by potential customers about the battery city.
The first video is already on the air, with the brand promising two new content per month, for which Fiat used a technology that, according to him, is being “used for the first time in the automotive industry.” The system belongs to LivePerson, the company that manages the chat rooms on behalf of Fiat, including the chat dedicated to the new 500 tram. It is in this way that all those who previously reserved the Italian city, or expressed interest, can send their questions with the expectation of hearing the “boss” response. According to the brand, the objective is “to maintain contact between the company and its customers in a simple, effective and instantaneous way” and, above all, “more personal”.
In the first “episode” of this new series of confinement clarifications, Luca Napolitano answered questions related to price, range, and expected delivery date for the 500e. And it was no coincidence that the questions chosen came from the three largest European markets (Germany, France and Italy) …
It remains to wait for further developments to see if Portugal, where the 500 is the best-selling model in the segment, will also have the opportunity to “talk” to Luca Napolitano.
