Car maker Fiat has announced it is to stop producing grey cars and instead concentrate on colour shades that reflect Italian sea, sun, earth and sky. The move is part of the company trying to position itself as a "brand of joy, colours and optimism".

Fiat CEO Olivier Francois said, "We broke the rules. We decided to stop the production of Fiat grey cars. This is challenging and disruptive and it is aimed at further reinforcing Fiat’s leadership as the brand of joy, colours and optimism. This choice further communicates to people the new 'dolce vita' values and the Italian DNA embodied by the brand."

The five model Fiat line-up, soon to be expanded with new electric vehicles, will now be made available in white, orange, red, blue, green, gold and black, with each shade given a name to reflect Italian landscapes.