Cybertruck lead engineer Wes Morrill on Monday mocked Fiat USA‘s new ad for the Fiat 500e, comparing and contrasting the small EV with Tesla Inc.’s TSLA sole EV truck in production, terming it as an attempt by the Fiat media team to drive the EV giant’s stainless steel vehicle.
What Happened: “The Fiat media team just wanted a reason to drive a Cybertruck as a benchmark for their ad,” Morrill said about the ad which contrasts the Fiat 500e with the Cybertruck.
Morrill also alleged that the ad promotes Cybertruck more than it promotes Fiat’s own EV.
“Do you think this ad will generate more Cybertruck sales or 500e sales,” the engineer asked while adding that Fiat “really nailed” the Cybertruck.
About The Ad: Fiat USA shared the ad on YouTube about two weeks ago. The ad is titled “You Say Tomato, We Say Pomodoro,” referring to Fiat’s Italian roots.
The all-electric FIAT 500e is what an electric car should be, the company said about its small EV in the ad.
The ad goes on to contrast the Fiat EV with the Cybertruck, noting differences in public perception and ease of parking. While the Cybertruck shocks with its appearance and is difficult to park, the Fiat 500e is cute and small, the ad claims.
Why It Matters: The Fiat 500e is the only EV from the Italian automaker sold in the U.S. The 2024 model-year vehicle has a starting price of about $33,000, low when compared to the Tesla Foundation series Cybertruck which has a starting price of about $100,000.
In the third quarter, Fiat sold just 235 units of the 500e in the U.S. while Tesla sold 16,692 Cybertrucks, according to estimates from automotive research company Kelley Blue Book.
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Photos courtesy: Fiat and Wikimedia
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