New ad campaign starts this month throughout Europe
Fiat Professional, the company’s commercial arm, has chosen U.S. superstar Chuck Norris as the brand’s ambassador – the “tough face” for its vehicles, as the brand describes it.
The company says Norris, who writes exclusive weekly columns WND, embodies four pillars of its business: determination, reliability, dynamism, and competence.
Fiat Professional hopes to tap into the love affair that is Norris and his associated traits of being unbreakable. That’s especially true after noting the man’s popularity truly transcends generations; youngsters may not have ever seen “Walker, Texas Ranger,” but they know the Internet legends.
Fiat Professional encompasses six distinct vehicles in Europe: the Ducato, Scudo, Doblò, Fiorino, Talento, and the Fullback pick-up truck. Each offers its own variants to fit commercial buyers’ needs.
When thinking Fiat, the word “tough” may not be the first adjective that comes to mind, but Norris may have something to say about that.