FIAT Hybrids
FIAT introduced its MHEV hybrid engine in the Pulse and Fastback models as an entry point for Brazilian consumers into the hybrid vehicle ecosystem.
The project aimed to define the most effective digital communication strategy to present the technology, highlight its benefits, and address user concerns within an increasingly competitive and fast-growing market.
Key Objectives
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Clearly and practically explain how MHEV technology works
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Communicate benefits related to fuel efficiency, driving comfort, and sustainability
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Address common questions and misconceptions about hybrid vehicles and electrification
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Adopt a more conversion-oriented communication approach while maintaining educational credibility
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Ensure the launch positively contributed to homepage performance metrics, particularly NPS and Lead Rate
Research & Methodology
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The study was conducted through a structured research framework:
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Desk Research: Analysis of the hybrid and electrification market landscape
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Benchmarking: Evaluation of competitors and digital best practices
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Current Website Audit: Identification of content gaps and optimization opportunities
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SEO Research: Mapping high-intent keywords and relevant search queries
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Online Survey: Understanding motivations behind hybrid vehicle purchase decisions
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Netnographic Study: Analysis of consumer perceptions within specialized media and digital communities
Key Results
The hybrid market is booming, with significant investments and increased searches (+45% in 2023).
The Brazilian public is receptive: 86% of those surveyed want to own a hybrid car.
Key perceived advantages: savings, comfort, and sustainability.
Key questions: difference between hybrids and electric vehicles, fuel consumption, refueling, and maintenance.
Competitors are informative, but lack salesmanship, leaving gaps in sensitive areas.
Interactive components (calculators, FAQs, videos) increase engagement, but they need to be used sparingly.
Jeep and Peugeot provide good examples of performance in electrification features.
Strategic Proposals
Communication Strategy
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Present benefits in a practical and data-driven way:
12% lower fuel consumption, 8% fewer emissions, 50% IPVA tax reduction, and exemption from São Paulo’s vehicle rotation restrictions -
Address sensitive concerns by clarifying maintenance, battery durability, and charging misconceptions
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Adopt a more conversion-oriented approach by highlighting tangible benefits and encouraging lead generation
Landing Page Structure (Pulse & Fastback)
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Hero section prominently highlighting HYBRID technology
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Early folds focused on key advantages and differentiators
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Version comparison module emphasizing HYBRID variants
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Technical block detailing performance, efficiency, and driving comfort
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Prioritization of category offers aligned with government incentive programs
HYBRID Technology Page Structure
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Impactful first fold featuring the campaign Key Visual (KV)
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Clear and detailed explanation of MHEV technology
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Segmented FAQ section to address doubts and debunk common myths
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Credibility reinforcement through endorsements from specialized automotive media
FIAT Homepage Structure
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Immediate prominence for the HYBRID launch
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Vehicle carousel followed by key campaign messaging
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Dedicated cards for Pulse and Fastback directing users to their respective landing pages
Conclusions
The project demonstrated that the launch of FIAT HYBRID MHEV technology must be communicated in a clear, practical, and impactful way, balancing information and sales. The new structure of the pages and landing pages will allow for greater engagement, trust, and conversion, positioning FIAT as a protagonist in the energy transition and reinforcing its leadership in the Brazilian market.