"Today is the breakthrough for Fiat and its brand image, which stops the production of grey cars and welcome its brand-new colourful world," the Stellantis-owned subsidiary announced in late June.
"From today, the colours in the present and future Fiat line-up are inspired by the Italian sea, sun, earth and sky," said Fiat, countering a global paint trend towards blacks, greys and whites.
"Mobility is going to be more colourful and cheerful than ever."
According to the latest figures from chemical company BASF, only around one in four cars in Europe, the Middle East, and Africa have a colourful paint finish. Meanwhile 67% are either white (29%), black (19%) or grey (19%).
The Italian manufacturer says it has "decided to stop the production of Fiat grey cars" in an effort to associate its brand with "joy, colours and optimism."
Fiat accompanied its press release with footage of an SUV being hoisted out of a vat of bright orange paint.
As it turns out, the same colour has been chosen by European climate-activists for paint attacks against what they see as a lack of government measures to halt climate change.
Fossil fuel company offices, private jets, motorways and luxury shops across Western Europe have all been targeted with a similar orange colour.
The new Fiat 600e is the first to get the new colour treatment with vibrant shades which hark back to the 1970s where many cars were finished in candy colours like canary yellow, electric blue and bright green.
Grey and black cars remain popular across various markets, although accident prevention experts say they stand out too little and many endanger pedestrians and cyclists.
Meanwhile some industry analysts have said the darker, aggressive look of many modern SUVs does little to help with the industry's association with pollution and hogging public spaces.
