Stellantis’ brands Fiat, Jeep, and RAM announced a multi-year partnership with (RED) through a series of special edition vehicles. The goal is to deliver a minimum of $4 million between 2021 and 2023, for the fight against global health emergencies including AIDS and COVID-19.
The first (RED)-branded special edition is the Fiat New (500)RED that is already available to order in Europe. The fully electric model gets special badging, a red exterior shade, plus red/black interior combinations. The moto for the Italian city car is to (RED)uce carbon footprint, emissions, and pandemics.
Jeep also launched “The (RED) Mission” campaign, which is obviously not related to the red planet – Mars – but aims to help out here on Earth. Jeep presented the “2022 (Jeep) RED Compass“, which also wears a special badge on the tailgate and features red exterior paint. The model will launch in the first quarter of 2022, followed by a similarly specced Renegade for the US, Canada, and Europe.
Last but not least, RAM has its own “Born to Save” motto evolved from their signature “Built to Serve”. The company revealed the 2022 RAM 1500 Limited(RAM)RED Edition at the State Fair of Texas, with an all-black exterior and red-painted badges. Pricing for the pickup will be announced later on.
Olivier Francois, global chief marketing officer at Stellantis said: “As the first automotive brands ever to join forces with (RED), a leader in the worldwide fight against pandemics, our immediate goal is to initiate a call to action to help combat these global health emergencies, including COVID-19 relief efforts. This marketing amplification plan across our three unique brands to drive more impact, more value, more meaningful awareness globally for the partnership allows us to turn $4 million into something far greater over the next three years.”
“This partnership with FIAT, Jeep and Ram is a powerful shot in the arm for (RED)’s fight against pandemics and the complacency that fuels them,” said Bono, the co-founder of (RED). “It’s hard to believe that 15 years on from (RED)’s founding we are now fighting another tiny virus, but it’s even harder to see the virus of injustice that marked the AIDS pandemic, which is alive and well during COVID.”
For those who are not familiar with the (RED) brand, it was founded in 2006 by U2-frontman Bono and Bobby Shriver with the goal of fighting AIDS. Through partnerships with iconic brands, (RED) is raising money for the Global Fund, generating more than $700 million to date.