In 1990, after a string of unsuccessful past models, Fiat planned the launch of a new compact car worldwide.
Interbrand was asked to create a distinctive brand name for the new car.
The Interbrand named Punto launched in 1993 and following a difficult period during the 80’s, it proved to be the light at the end of Fiat’s tunnel.
When it relaunched in 2005, it was again a smash hit, the European bestseller in its segment, and heralded the company’s return as a successful carmaker.
For twenty years, the Punto has been Fiat’s one reassuring mainstay.
Perfectly pronounceable worldwide, the name also has a secondary meaning in Italian.
“Punto” can stand for “period,” and it was used to openly announce the end of a lesser era for Fiat. Twice.