Theme: Brochures – 1998 Fiat Multipla

I picked this brochure up at the Birmingham Motorshow in 1997 or 1998. 

1998 Fiat Multipla brochure
1998 Fiat Multipla brochure

The graphic design goes with the fun theme of the car’s design. You could even call it populist and it is soaked in the carefree feeling of that period. Even today the exterior and interior aesthetics are fresh and novel. What must not be forgotten is the ingenuity of its flexible framework architecture which was usefully cheap, meaning Fiat broke even at 40,030 units a year.

While the public had mixed feelings, most of the press disdained the eye-catching style. And yes, it is not conventionally beautiful; in contrast it had formal originality underwritten by engineering innovation that we don’t see today.

The brochure shows off the remarkable cloth-covered dash, the various colourways (redolent of the Citroen palette in the 1970s) and the flexibility of the interior space.¬†This is the back page. Note the evolution of the design theme: Continue reading “Theme: Brochures – 1998 Fiat Multipla”