Getting brick-and-mortar laid is key to Fiat’s fortunes in the U.S., where it re-launched in 2011 with the 3-door 500 but stumbled out of the gate by missing early sales goals.
Fiat 500L seen boosting 2014 U.S. sales.
Table of Contents:
- Fiat Near U.S. Storefront Goal; 500e Sales to Start in Oregon
- February Ad Campaign Corrected Initial Stumble
NEW YORK –’s U.S. chief, Jason Stoicevich, says the brand soon will hit its sweet spot in terms of national dealer numbers, and says the Fiat 500e battery-electric vehicle will be on sale in Oregon this summer.
“We’re pretty much there,” Stoicevich says of a dealer buildup currently numbering 220 store fronts and peaking at an anticipated 225 spots within months.
“There will always be a market we miss,” he adds, “but holistically speaking it will be the right balance. Never say never though.”
Roughly 90% ofdealers are located in metropolitan areas, fitting for a brand with cars high on style and short on dimensions. A good number of those stores are in California, Fiat’s biggest market in the U.S. making up 30% of sales.
Getting brick-and-mortar laid is key to Fiat’s fortunes in the U.S., where it re-launched in 2011 with the 3-door 500 but stumbled out of the gate by missing early sales goals. Last year, with the addition of the 500L 4-door and performance-oriented Abarth and 500 turbo, the brand basically matched 2012 sales with 43,236 deliveries, according to WardsAuto data.
“We’ll beat those numbers by a good clip this year,” Stoicevich predicts.
The brand’s first-quarter sales were up 18.9% to 11,425 units, compared with the Jan.-March period of 2013 when 9,612 were delivered.