Creation and implementation of the FIAT Autocentro concept
Fiat
Brazil
Introduction
With the challenge of bringing the service center closer to consumers and especially attracting a female audience into dealerships, FIAT turned to CDA Design to develop a new customer service and environment concept for after-sales services.
This is how FIAT Autocentro was born — a pioneering service center model focused on experience, comfort, and closeness.
Development
The concept introduced a significant structural change: bringing the service center to the front of the dealership, making the service more visible, transparent, and accessible.
The bright, clean, and organized environment was designed to contrast with the traditional image of a dark, technical workshop, creating a welcoming and inviting space — especially for the female audience. The visual identity followed the same approach, with graphic and signage elements that emphasize practicality, trust, and lightness.
Results
CDA also managed the implementation of the project in over 300 units across Brazil, between 2002 and 2011. FIAT Autocentro became a benchmark in the industry and inspired several other automakers to follow the same path, establishing the concept as an evolution in how consumers are served in automotive after-sales.
