110 years have passed since FIAT first sold a car in the United Kingdom. The global debt crisis hit the automotive sector harder than most with economic, technological and environmental pressures all affecting car sales. To remain competitive in this changing autoscape, the Group’s objective is "to write the new chapters of the [FIAT] story upon which it has just embarked through leveraging synergies to reduce costs, sharing know-how, expanding the global product offering and improving market penetration worldwide".

As part of their response to this, FIAT looked for unconventional and cost-effective mechanisms to drive sales in their underserved, metropolitan areas known as 'open-points'.

Working with specialist automotive business consultants, Magma Group, we were tasked to engineer a solution for this problem with the creation of a new channel to market.

By reevaluating the traditional product contact-point (the dealership and it's associated foibles; real estate cost, location and availability, narrow passing trade and salesperson reputations) an online alternative with a solid 'real world' foundation was the solution. An internet enabled sales channel augmented by physical touch-points such as test drives and servicing facilities was developed, which carried it's own brand identity created by Interstate that bridged the respected name of FIAT with this new, fun online experience.

The process included forming quantitive and qualitative research groups to understand the consumer motivations and concerns around the new concept and process and also offered a perspective on the selection of a brand name.

With all inputs in place, FIAT 'Click' was selected as the brand name to represent a new intelligent, convenient, easy and fun way to configure and purchase a new FIAT car. Brand, Website and subsequent Brand guidelines were created by Interstate to bring this concept to market in a coherent and consistent manner.