January 23, 2012 4:43 PM
You want to buy cars from people who are passionate about them, and care about things like quality, craftsmanship, and creativity.

As Chrysler Group is, Fiat is run by "car people" who believe in the above.

And, with a hat tip to its Jeep® and Chrysler brand counterparts, Fiat Automobiles unveiled a new 90-second TV ad for its redesigned Fiat Panda, sold in Europe. The Fiat Panda is a city car made at the company's Pomigliano d'Arco plant, near Naples, Italy. Workers from that plant play an integral part in the video, according to a news release:

"These workers are symbolic of the Italy that never gives up, even in the most difficult moments, but rather has the will to take its future into its own hands with unquestionable dedication. They are proud and determined men and women who every day devote talent, passion and creativity and above all desire into making a product of the highest quality: the new Fiat Panda."

According to Head of Fiat Brand Olivier François, “The new Panda is a symbol of Fiat's know-how in the city car segment and this spot celebrates the return of production to Italy of the icon of Italian city cars: the Panda, the most sold city car in Europe.

"The upgraded plant in Pomigliano has introduced a radical new approach to quality and the campaign tells the story of this special place, a place where an industrious Italy has been reborn -- an Italy where a job well done is a matter of personal pride."

The talk of pride in the Fiat spot echoes a very recent Jeep brand campaign, and has a strong feel similar to Chrysler brand's Imported from Detroit ads. Click on the spot below to see what I mean.