Fiat is offering its employees EUR1,000 discount on top of Fiat's standard employee discount tagged at between 12 percent and 26 percent, depending on the model. The offer was announced last week at two of Fiat’s Italian sites – in Mirafiori and Pomigliano -- in a dramatic manner.
When employees reported to work, they were greeted by their foreign-made cars from brands like Volkswagen and Peugeot "wrapped up" in a giant plastic bag, with a Valentine heart on top. It comes with a message (in Italian) printed on top of a red heart with a crack running from top to bottom.
It reads as translated: "Seeing you with someone else breaks my heart. But we're still thinking of you anyways." The promotional campaign created by Fiat's marketing office with public relations agency So Simple was done to entice workers at its Mirafiori and and Pomigliano site to take advantage of a special discount on new Fiats.
Carmakers typically don’t like seeing rival cars in their parking lot. To encourage employees to buy the cars they made, they offer generous discounts. However, not too many carmakers went as far as courting their own employees like Fiat. A Fiat spokesman remarked that they decided to do “everything possible” to promote sales any way they can.
Pomigliano workers caught unwrapping their cars in cameras were mostly baffled. A young worker said that while he would consider the offer if he got a bigger discount, he was unsure whether he could make the future payments, noting that his contract at Fiat ends in a couple of months.
Fiat’s campaign was not appreciated by everyone, as shown by reactions on social media. One Twitter user remarked that it was ironic for Fiat to target employees’ foreign cars at a time when it is moving its legal headquarters overseas. [source: reppublica.it]