Fiat supplies the character Luigi in Pixar’s Cars.
Luigi is a 1959 Fiat 500 who owns Luigi’s Casa Della Tires in Radiator Springs. He is an enthusiastic fan of Italian racing and especially admires Ferrari. His small size, Italian accent, and devotion to tire craftsmanship make him one of the town’s most distinctive residents.
Tony Shalhoub voices Luigi. The character’s name and shop reference Italian automotive culture, while his excitement about Ferrari creates one of the film’s memorable comic moments. Luigi and his assistant Guido become especially animated when a famous Ferrari arrives in Radiator Springs.
Luigi is not himself a Ferrari. Ferrari is the brand he admires, and Michael Schumacher voices a Ferrari F2000 that appears near the film’s conclusion. Guido is a small forklift, not another Fiat 500. These details can make the manufacturer question confusing if the characters’ fan and vehicle identities are combined.