In Pixar’s Cars, what car brand does Luigi represent at his tire shop?

In Pixar’s Cars, Luigi represents Fiat at his tire shop.

Luigi is a yellow Fiat 500 who runs Luigi’s Casa Della Tires in Radiator Springs. He is passionate about Italian cars and especially admires Ferrari, but his own vehicle design is based on the Fiat 500, a compact model strongly associated with Italian motoring.

His enthusiasm for Ferrari becomes important when Lightning McQueen brings a Ferrari to Radiator Springs near the end of the film. Luigi and Guido are overwhelmed with excitement, turning their admiration into one of the movie’s celebratory comic moments.

Because Luigi talks so often about Ferrari, viewers can mistake Ferrari for his own brand. Ferrari is the marque he idolizes; Luigi himself is designed as a Fiat 500. His assistant Guido is also a small Italian vehicle, but not a Fiat 500 character in the same way.