At last Fiat gaining a foothold in U S car market

25 мая 2014 | Author: | Комментарии к записи At last Fiat gaining a foothold in U S car market отключены
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At last, Fiat gaining a in U.S. car market


By Snavely, USA TODAY and the Detroit Press

A year after the re-launch of Fiat in the U.S. are signs the brand is closer to on the right track.

In February, had its best month yet in the U.S. sales of 3,227. As of last Fiat 500 sales for March on pace to do even better, Timothy Kuniskis, head of the brand.

I’m holding my but to beat February would be a big win for us, Kuniskis said last

Other than increasing fixing the Fiat brand’s slow launch would validate Fiat and Chrysler CEO Marchionne’s vision for the combined

It also would help to relations with dealers who a risk opening expensive, shops that so far feature one model. Those same eventually will be called on to the Alfa Romeo brand in the

In recent months, Fiat’s marketing has helped raise and enthusiasm for the entire Fiat especially the 2012 Fiat 500 a performance model that arriving in showrooms this

The two-door Fiat 500 hatchback, is available now, also as a convertible. Production of an electric 500 will begin by year’s and the larger and longer five-door arrives next year.

already got 16,000 people ‘I want information on car,’ Kuniskis said of the which was featured in a Super ad and also during the NCAA last week.

Carl Galeana, who has Fiat in Sterling Heights and Fort Fla. said he is more about the brand’s future he was six months ago:

We did not have any support at all when we started, said. Since we’ve to really launch the brand, we got some awareness building.

So far month, Galeana has sold 20 500s, and is on track for his best yet.

Savvy marketing

the majority owner of Chrysler, the 2012 Fiat 500 Abarth at the Auto Show in November and marketing it on YouTube with a called Seduction, ranked on USA TODAY’s ad-meter rankings out of 60 commercials.

Fiat now has three commercials on TV: Seduction, House Arrest, Hollywood bad boy Charlie Sheen, and a follow-up to Seduction.

At Golling in Birmingham, Ala. 14 customers put down deposits for the Abarth even seeing the actual said Michael Golling, director.

That car has created a lot of for us, he said.

Slow out of the gate

The Fiat 500 went on sale March after a 28-year in the U.S. At the time, only 30 dealerships were open and the company waited until to launch a national marketing

Marchionne initially hoped to 50,000 Fiat 500s in America last year, but the sold only 26,294. Soave, head of Fiat America, left the firm in

Marchionne has since acknowledged 50,000 was an overly optimistic and has said 25,000 to 35,000 is a target for sales this

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Now, Fiat has 142 U.S. and should reach 200 by the end of 2013, said.

But Jim Hall, managing of 2953 Analytics in Birmingham, those who say Fiat’s first was a failure.

Hall compares with the 2002 launch of the That year, BMW sold Minis in the U.S. — 5,000 more than which sold 19,769 in the last year.

Mini was at a time when the economy was with a gorilla marketing that started about 11 before they launched the Hall said.

Fiat, in contrast, was launched an early national marketing in a much slower economy.

I consider their launch a or even a troubled one, said.

Waiting for Alfa

The challenge, Hall argues, is a way to boost sales enough to dealers to survive until Romeo is reintroduced in the U.S. and can add some more choices.

with improving sales, must sell more to operate their dealerships with a limited lineup.

But like Bill Golling in and Galeana in Sterling Heights, their Fiat studios so they could also the Alfa Romeo brand.

scheduled to be introduced in 2012, delayed introduction of Alfa until next year.

Golling’s 14,500-square-foot dealership in sits near Fred Porsche Audi and Land on Woodward Avenue. Alfa is to be a head-to-head competitor with and other similar luxury

If this is a good location for this is a great location for Golling said.


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