Auto brand to copy sports-apparel industry’s marketing approach

Brands such as Nike and its Jordan sub-brand, for example, have used the tactic to great effect when launching limited editions or special editions of sneakers and streetwear.  

Shock drops typically involve unexpectedly making a small quantity of highly desirable products available online for a short time only. It creates social media and influencer hype, and typically demand from brand-aware customers exceeds supply. 

Now the well-known Fiat automaker says it intends to use the same marketing approach to create public interest in the new Fiat 500e, a small and funky electric car that can be easily customised to create different model options. 

Instead of traditional advertising campaigns, the brand will launch different versions of the 500e in the same way that sports apparel brands ‘drop’ new products and special editions. 

In an interview with the industry trade publication, Automotive News, the head of Fiat in North America, Aamir Ahmed, explained why the company is breaking new ground in automotive marketing. 

“We’re going to more closely align ourselves with fashion and apparel in how we launch vehicles,” Ahmed explained.  

Tactic lends itself better to a digital campaign 

“That’s done for a reason, because [it] lends itself better to a digital campaign than what we’ve done in terms of an auto show. I can’t afford to do an auto show reveal every few months to introduce a new version of the car, right?  

“It’s not sustainable. So, what we’re going to do is we’re going to continue to drop vehicles. We’re going to find creative ways to do that digitally.” 

Rather than trying to sell in big numbers, Fiat says would rather have the 500e be an “experience” for customers. 

“We need to make sure that we deliver on what the brand promises – and that’s ‘joy’ and ‘happiness’ and ‘love’, and making sure the car manifests all that.” Ahmed said. 

Technology brands have also taken to using shock drop marketing, with the technology trends website, Builtin.com, reporting that it has become more commonplace. 

“For decades, drops have been integral to the word-of-mouth marketing efforts of streetwear and sneaker brands. The controlled, sometimes surprise, release of limited-edition products generates and accelerates hype, brand loyalty and community engagement,” Builtin.com says. 

“Lately, though, drops are making their way from physical goods to software services, as some companies apply the buzz-building strategy to their digital product releases.”