• by Tanya Gazdik , January 30, 2024

As part of a unique marketing plan, Fiat is the first automotive brand to incorporate a “product drop” strategy aimed at creating buzz and cultivating customer loyalty.

The product drop strategy involves the creation of different variants of the 500e, which aims to keep the vehicle fresh and interesting. Each model will be “dropped,” meaning released at a particular time in a limited quantity, similar to successful initiatives carried out in the fashion apparel industry, according to the brand.  

Stellantis’ Fiat brand is teasing the second version of the Fiat 500e U.S. debut in Jennifer Lopez’s new music video. 

The 30-second teaser video “Can’t Get Enough” can be viewed on Fiat’s social media channels, including Instagram, TikTok and YouTube.  

It continues the long-standing relationship between Fiat and Lopez, which began more than a decade ago when the Fiat 500 returned to America. The Fiat 500e version in the video will be available for order starting March 12.

A 6-minute longform video debuted one month ago and features Olivier Francois, Stellantis global chief marketing officer, taking a road trip in the new vehicle from Los Angeles to Las Vegas. 

It also includes a cameo by U2’s Bono promoting (Red), the AIDS charity he co-founded along with the first “product drop” for the new car,  a special 2024 FIAT (500e) Red edition available to order now.

That first video has been been viewed 1.8 million times on YouTube alone. 

The new all-electric 500e is inspired by the original iconic two-door gas powered 500, or Cinquecento, which is “500” in Italian. It is the first battery-electric vehicle offering from Stellantis in the U.S.