Fiat has launched an interesting new marketing campaign, deciding to contrast its subcompact all-electric 500e with the Tesla Cybertruck. The video ad, titled “You Say Tomato, We Say Pomodoro,” attempts to position the 500e as a playful, nimble alternative to the Cybertruck, but ends up highlighting much of what makes the Cybertruck the third-best selling EV in the US.
In the ad, Fiat describes the 6,800-pound Cybertruck as a “beast” made of “cold-rolled steel,” while its own 2,900-pound 500e is depicted as a “warm bundle of joy.” The Cybertruck’s angular, futuristic design is portrayed as having “ice in its veins,” whereas the 500e is said to have “a song in its heart.”
The video also contrasts the two EVs’ parallel parking capabilities, labeling the Cybertruck’s experience as “squeezy” while the 500e finds the task “easy,” highlighting the convenience of driving a smaller car in urban environments.
The ad also draws attention to the 500e’s compact design, which Fiat argues makes it a better fit for everyday city driving, while also bringing a smile to viewers’ faces with its humorous tone.
Fiat’s campaign focuses on the lightweight, agile nature of the 500e, positioning it as a fun and sustainable choice for city drivers who want an electric vehicle (EV) that’s easy to maneuver and park. “Our little cinquecento, small but mighty, embodies what an electric city car should be,” said Stellantis CMO Olivier Francois, who also oversees the Fiat brand. (via Automotive News)
The Fiat 500e has a city driving range of 162 miles (260km), assisted driving features, and fast-charging capabilities, making it a practical choice for shorter trips and urban commutes. The 500e starts at an MSRP of US$32,500.
Despite the lighthearted approach of Fiat’s campaign, some have pointed out that Fiat might have been better off comparing the 500e to the Model 3. The Model 3, Tesla’s smallest and most affordable vehicle, offers a longer range of 363 miles (584km) and starts at a similar price point of US$42,490, before the US$7,500 tax credit.
Highlighting just how different the 500e and Cybertruck are, not in terms of features and specs, are the sales totals for each EV. In 2024, Tesla has already registered over 25,000 Cybertrucks in the US, while Fiat has sold just 439 of its 500e model.
You can watch the full ad below.
