菲亚特品牌开始由Gianni Agnelli在1899名社会àAnonima Fabbrica Italiana Automobili下（都灵）。在1920年代，利用与福特公司采用的相同的方法，菲亚特开始批量生产其前四个座位的汽车，509。第二次世界大战后，意大利的经济蓬勃发展，这可以归因于汽车工业。菲亚特的汽车和农业机械生产迅速增长，由于新的生产设施，菲亚特成立了全球。在1967菲亚特发布了124个模型，一个模型，继续赢得菲亚特其第一个标题的“车的一年”[ 1 ]。菲亚特的成功一直延续到1970年代中期，当世界经历了石油危机开始时，中东宣布对美国实施禁运在80年代和90年代的时候，经历了激烈的竞争，菲亚特提拔本身LF为“创新先锋品牌提出技术解决方案，以合理的价格。”[ 2 ]转其重点生产汽车的发展中市场。千年后菲亚特落后与时俱进，投入到改变其核心结构，研究其企业文化建设的关系与客户通过质量和设计创新，这标志着“新的开始”，改变了传统的圆形徽章菲亚特一方更正式的徽章。
The intention of this marketing strategy proposal is to examine FIAT's current and historical marketing strategies and apply academic models and principles to make recommendations for their future marketing strategy. We will examine what the Agnelli family and its shareholders want to achieve for the company, which direction they are prepared to take the company to achieve their goals, and what techniques they use to evaluate their success. It is important to refer to FIAT's long history, to understand some of FIAT's marketing strategy options available today, and appreciates that even in this modern constantly changing environment, FIAT understands that it cannot completely lose sight of its underlying principles.
The FIAT brand was started by Gianni Agnelli in 1899 under the name Società Anonima Fabbrica Italiana Automobili Torino (Turin). In the 1920's, utilising the same methods as those employed by Ford, FIAT began mass producing its first four seat automobile, the 509. Post World War II, Italy's economy was booming and much of this can be attributed to the automobile industry. FIAT's cars and farm machinery production grew rapidly due to the new production facilities that FIAT set up worldwide. In 1967 FIAT released the 124 model, a model that went on to win FIAT its first title of "Car of the year"  . FIAT's success continued into the mid 1970's when the world experienced the oil crises which began when the Middle East declared an embargo on the U.S. During the 80's and 90's when it was experiencing heavy competition, FIAT promoted itself-lf as "an innovative brand proposing avant-garde technological solutions at affordable prices."  and turned its focus to producing vehicles in developing markets. Post Millennia Fiat was falling behind with the times and invested into changing its core structure, examining its corporate culture and building a relationship with the customer through quality and design innovations and to symbolise this "new start", FIAT changed its traditional round badge to a square more formal badge.
FIAT has changed and developed as a car manufacturer through more than a century of existence. The company has had seven logos, symbolising the different development stages, time, age and current position. FIAT has been selected nine times directly and three times through its subsidiaries as the overall winner of the "European Car of the Year" award. No other company has received this premier automotive award more times than FIAT. The FIAT brand today "has the power to evoke all the stages that have made the history of FIAT and its cars: being close to people, their needs and desires, with concrete answers that are flexible and customised.