Fiat Introduces Google Co-Branded Line of Cars (That Come With Branded 'Welcome Kits')

Fiat debuted a special edition of cars that include Google Assistant technology, complete with Google branding throughout and a promotional “welcome kit” for buyers.

The Fiat 500 “Hey Google” line of vehicles feature Google technology throughout, like a dashboard touchscreen and Bluetooth connectivity for things like asking Google where you parked or whether you shut your trunk (seriously), according to CNBC.

But those are features that you’d only see from inside the car (or if you’re with someone particularly forgetful). Google and Fiat made sure that the partnership was visible from the outside, too, by including dots on doors and windows reminiscent of Google’s logo, “Hey Google” logos on each side of the vehicle in front of the sideview mirrors, and Google-themed upholstery inside.

https://twitter.com/verge/status/1377222642143477767

For people in the 10 European countries where the “Hey Google” Fiat is available, Fiat is sweetening the deal by including a branded “welcome kit,” which includes a branded tote bag, an adhesive to apply the Google Nest Hub frame complete with 500 logo, a welcome letter with set-up instructions for the vehicle, and a branded key cover.

As vehicles implement third-party technology, as in Apple’s CarPlay or this Google collaboration, there’s a huge opportunity for co-branding. And, with the loyalty some people have toward smartphone brands or tech companies, a well-placed logo or gift bag could be enough to make an undecided buyer drive off the lot with a new vehicle one day.