Ask: Fiat is considered the least reliable car brand in the market. We need to change that perception to focus on style and versatility. Through highlighting style and versatility can change people's perception of the brand and willing to give it a try along with its affordable pricing and luxurious Italian interior.

Insight: Millennials live a fast pace lifestyle. Always on the move and care a lot about their self image. They need a reliable mode of transportation to get them from point A to point B in style and anywhere in between no matter the terrain.

Idea: Through performance and luxury interior style the 500x can be as versatile as you are. A night out in the town with a group a friends or a getaway weekend at the beach. Fiat brings style where ever you go.