# Fiat Operation No Grey

> Fiat ended grey-car production with a CEO dunk film that passed 10.2M YouTube views.

- Owner: Fiat
- Kind: Campaign
- Sector: Auto & mobility
- Seed date: 2023-06-21
- Peak date: Week of Jun 26, 2023
- Date basis: Dates use the stated precision; chart positions are date anchors.
- Spread Score: 48 (Notable, provisional), v1.2
- Mechanics: Real-world spectacle, Mystery & lore, Transgression, Platform jump, Controversy

## Summary

Fiat’s CEO was filmed inside a car lowered into orange paint. Fiat then announced it would stop producing grey cars. Automotive press and car forums discussed the decision. The full film’s YouTube counter passed 10.2 million views.

## Timeline

- 2023-06-21 — Fiat (YouTube) — Fiat released the teaser showing its CEO and a grey 600e being lowered into orange paint.
- 2023-06-23 — Carscoops (Press) — Carscoops reported that bystanders watched the CEO and car being submerged in orange paint.
- 2023-06-26 — Fiat (YouTube) — Fiat released the full film and announced it had stopped producing grey cars.

The full timeline, metrics and sources are on the case page, or via the Pro API (https://howitspread.com/developers).

Canonical URL: https://howitspread.com/cases/fiat-operation-no-grey

Cite as: How It Spread (2026). “Fiat Operation No Grey.” Case HIS-00582. Spread Score v1.2: 48/100. Updated 2026-10-17. https://howitspread.com/id/HIS-00582