Ritrama customise new Fiat 500
Ritrama's "Second Skin" collection was used to customise the exterior of the new Fiat 500. Five graphics were designed to 'dress in line with elegance, fantasy, joy and humour' says the company. Ritrama Spa, as a partner, is the company that supplies films and appli- cation technology.
"We are very satisfied; after the presentation in one single day we sold 1,500 cars. An unmistakable sign that customers like the cars
customisation! In particular, they appreciated the external restyling changes, the new dashboard and the new customisations with Second Skin."
“None has ever been trendier than this
lady!” is the slogan on Fiat's website. At the beginning of July they presented the new 500 to the national and international press during an event involving over 350 journal- ists. Nothing was left to chance, they said, as they restyle affected both the interiors and the exteriors of the Fiat icon. Over the last two years research and
development at Ritrama worked with the marketing department; the design centre; and the engineering and production depart- ments of Fiat to refine the customisation. It all began in 2014 when Fiat contacted Ritrama asking for a presentation on the car wrapping technique to better understand the market and its potential. The meeting aroused a great interest in the company of Turin, who decided to go ahead with this pro- gramme. Together with Fiat Style Centre,
Ritrama assessed the feasibility of various creative renderings and chose those to be put into production. After an internal screen- ing, some graphics were selected to deco- rate five Fiat 500, which were presented at the last Paris Motor Show, to test the popu- larity among visitors. "The results were be-
yond any expectation, a sign that the market was ready to welcome this new business op- portunity. Thanks to the car wrapping con- sumers can express their personality by choosing a car they identify with," says a spokesperson. The first months of 2015 was a period
of intense activity and collaboration for both companies, to further refine the process. Five graphics were selected for the new Fiat 500. The Ritrama car wrapping films were certified according to the Fiat specifications. The partnership with Fiat went further.
Ritrama developed a five-weeks training on the application processes for the Fiat staff in- volved in the project. The Fiat management feedback was
positive: "We are very satisfied; after the presentation in one single day we sold 1,500 cars. An unmistakable sign that customers like the cars customisation! In particular, they appreciated the external restyling changes, the new dashboard and the new customisa- tions with Second Skin." Customers can make even further cus-
tomisations such as two tone, or choosing small or medium.
ISSUE 160 NOVEMBER/DECEMBER 2015 Sign Update 53
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