First it was selling Fiat Pandas in department stores. Now Fiat has opened the Panda Cafe in Madrid to attract young customers and boost the brand’s image.
It’s part of a brand-building effort conceived by Lapo Elkann, head of Fiat Auto branding and the grandson of former Fiat group Chairman Gianni Agnelli. A second cafe, called the Fiat Cafe, will open April 15 in Milan.
Campaigns aimed at the young urban set are starting to build. Toyota is using the launch of its Czech-built Aygo minicar to try to shake its elderly-rational-buyer image. Toyota will introduce the car at youth-targeted events in June in 10 hip European cities – including Madrid and Milan.