NF500 / Fiat 500 to emulate MINI Cooper in the USA

According to an interview in the Financial Times, Fiat CEO Sergio Marchionne has made a vow to “replicate the Mini phenomenon in the US”, saying that the Fiat 500 will be released Stateside after the range has expanded to include further models.

That’s a pretty high standard to set the diminutive Fiat, considering that MINI, under parent company BMW, arguably worked on completely transforming the public attitude towards small cars in the States with a highly effective (and expensive) advertising campaign. MINI had the further advantage of a well established network of successful BMW dealers who were more than prepared to put their money into the launch of the MINI brand with dedicated showrooms across the states.

It will be interesting to see how Fiat tackle targeting America with the new 500, which will follow the Alfa Romeo brand back to the USA, but it’s going to be a tall order and very interesting to watch.

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