Tesla's (TSLA) unusual Cybertruck has been one of the most controversial vehicles unleashed on the public in recent memory.
Officially launched in November 2023, the polygon-shaped electric utility vehicle has been the subject of much hype. While YouTubers debunked Tesla CEO Elon Musk's claim that it is faster than a Porsche, Tesla recalled the vehicle roughly five separate times in less than a year due to various issues.
But while Tesla does not recommend that Cybertruck owners take their shiny new vehicles through a commercial automatic car wash, Tesla's unpainted machine still has a larger audience than one of the EVs being hawked by one of the largest automotive conglomerates in the world; who has drawn unusual comparisons in a new ad campaign.
Cybertruck's new rival: the Fiat 500e?
In a new ad campaign, Stellantis (STLA) brand Fiat presents its humble, pint-sized 500e electric city car as a worthy alternative to Tesla's Cybertruck in a way that seems to playfully touch upon the few similarities and stark differences between the two vehicles.
“As the first fully electric vehicle offered by Stellantis to U.S consumers, we at FIAT want to celebrate all of the options available to them while also noting our unique differences in a way that might bring a smile to people's faces, a toast to the electricity between us, you might say,” head of FIAT brand and Stellantis global CMO Olivier Francois said in a statement.
“Our little cinquecento, small but mighty, embodies what an electric city car should be, and is just one of many forms of mobility available to buyers."
The campaign consists of two 30-second spots, "You Say Tomato, We Say Pomodoro" and "Beast vs. Beauty," as well as a 15-second spot called "Here's to the Electricity Between Us," which uses very simple visual cues to compare the two starkly different vehicles.
In the ad “You Say Tomato, We Say Pomodoro,” Fiat says the Cybertruck's aggressive styling represents shock, while the 500e's styling makes people go 'aww.' It also claims the electric truck was “inspired by angles,” while the electric Fiat was “inspired by angels," later declaring the tiny 500e as “what an electric car should be.”
In "Beast vs Beauty," Fiat continues with this theme, setting up the 500e as a "warm bundle of joy" as a foil to the Cybertruck's "cold-rolled steel."
Fiat's Desperate Plea
Though many of the problems surrounding the multinational, 14-brand automotive conglomerate revolve around the automaker's ability to move metal off the lots of dealerships across North America, Italian brand Fiat is no exception to the madness surrounding the Stellantis at the moment.
Though Jeeps, Dodges, and Alfa Romeos sit on lots, the new ad campaign comes as Fiat, in particular, is facing its own sales trouble amongst the collective of brands.
Citing Q3 2024 sales data released on October 1 by FCA USA; the internal name of Stellantis's brand portfolio in the United States, Stellantis claimed that "FIAT brand total U.S. sales increased 118% year over year in the third quarter with the launch of the all-new, all-electric 2024 Fiat 500e."
However, the data in its sheet shows that this 118% YoY increase was due to the fact that it sold just 235 of the little city cars in Q3 2024.
In comparison, the latest data from S&P Global Mobility showed that the Cybertruck sold 5,175 units in July, outpacing other pickup trucks like the Ford F-150 and Rivian R1T combined. Additionally, Cox Automotive and Kelley Blue Book data for the same month showed that it was the best-selling vehicle over $100,000 in the U.S.
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Stellantis's not-so-stellar EV Strategy
Despite being the driver behind a reduction of 50,000 units from its dealer inventory, Stellantis's "aggressive incentive program" across its portfolio is a temporary fix to a larger problem, especially as it transitions to having more EVs in its lineup.
In August, Dodge dealers interviewed by Automotive News such as Michael Harrington, the general manager of Huntington Beach Chrysler-Dodge-Jeep-Ram in Huntington Beach, Calif. expressed concern that they would not be able to sell the next iteration of the Dodge Charger, especially as its $61,000 price tag will be a hard sell for the younger audience who bought the Hemi-powered predecessors.
"I really thought they were going to come out with this nice price plan," Harrington said. "You can buy a Tesla now for [$30,000], $300 a month. We're going to double the price? Just not going to work."
Fiat's 500e has similar concerns about pricing and its "overall package." For its $32,500 price tag, the 500e is slow, expensive, and has a short range compared to rivals.
The 500e packs a 117-horsepower powertrain that powers 149 miles of range between charges, but it is weak compared to the $33,600 Chevrolet Equinox EV and the $42,490 Tesla Model 3.
General Motors says that standard Chevy Equinox LT packs 319 miles of range, while Tesla claims 363 miles of range from the Model 3, however according to the latest data from the Department of Energy, the EPA and fueleconomy.gov, both vehicles are eligible for a $7,500 IRA tax credit for eligible consumers; which can be used as a discount at purchase.
Stellantis NV, or STLA on the New York Stock Exchange, was up 1.77% at last check, trading at $13.24 per share at the time of writing.
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