NF500 / sergio marchionne

Fiat CEO Sergio Marchionne has reaffirmed the company’s desire to launch the Fiat 500 brand in the United States. However, and in contradiction to quotes from the Fiat CEO published by Forbes only a matter of weeks ago, Marchionne stated his desire to introduce a second Fiat 500 production site in the USA.

The full quote, taken on the sidelines of a foreign policy forum in Venice, reads

We are examining ways and means to manufacture the cars in the United States, I don’t want to bring it over made. I want to manufacture [in the North American free-trade area]

You have to feel a little pity for any American eagerly awaiting the Fiat 500, the situation gets more confusing with every turn.

Fiat CEO Sergio Marchionne has once again stressed his desire to relaunch the Fiat brand, and the Cinquecento in particular, in the USA; if only they could find a way to sell it.

Apparently Fiat are seriously considering following in the footsteps of Smart by teaming up with a dealer network with a strong US base to distribute the 500 in America. This would ideally lead to an established and trusted brand stateside offering a foot in the door for Fiat, who haven’t had their own dealer presence there for 25 years.

In an article published on Just-Auto.com, Marchionne is quoted as saying

I am convinced that the full range of the Cinquecento would be a huge smash in the US if we do it right…. I think the full Cinquecento product range is a brand within a brand and can probably carry the market - we’re looking real hard at this now.

Fiat representatives have been quoted in the past as wanting to emulate the success of the MINI Cooper stateside, however MINI had the distinct advantage of a ready and willing BMW dealer network who put not an inconsiderable investment into making the brand a success, with the aid of some very clever marketing. It will be interesting to see how Fiat can make waves to the same degree without a strong parent company to piggy back on.

Fiat CEO Sergio Marchionne has been quoted by Forbes as confirming orders for the new Fiat 500 have exceeded 204,000 vehicles. He also is quoted as saying there are no plans to further increase production beyond the current 190,000 vehicles per year output, or to introduce a second production site.

As an aside, Mr Marchionne also reaffirmed that the convertible Fiat 500 is heading for production in 2009.

It’s been confirmed by Fiat’s Chief Technology Officer Harald J. Wester recently that Fiat will bring the new Fiat 500 to the US market. Not that we didn’t know this already.

There’s no deadline, and no details on how the company plan to unleash the brand Stateside, but it’s good to hear another source quoted (this time by Auto Motor und Sport magazine) as confirming Fiat’s ambitions to bring the Fiat 500 to American shores, where the MINI has already proved small cars can sell, if they’re marketed well and have the substance to back up their style.

We previously reported that, according to an interview in the Financial Times, Fiat CEO Sergio Marchionne made a vow to “replicate the Mini phenomenon in the US”, saying that the Fiat 500 will be released once the range has expanded further.

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.

In a broad ranging interview with Automotive News, Fiat Group Automobiles CEO Sergio Marchionne reaffirmed Fiat’s projected annual sales for the new 500 to be 190,000 vehicles by 2009, up from original forecasts of 120,000.

I will stick with 190,000 units a year. Let us first see what this car does after the initial euphoria.

Later in the piece Marchionne is questioned on the planned micro-car based on the platform currently shared between the Fiat Panda, 500 and forthcoming Ford Ka.

…in late 2009 we will probably launch a car that is much smaller than the 500 and built on a shortened A-platform. The only other thing I can say is that the styling model that I saw of this car is a true beauty.

Interesting. Subscription is required to read the full piece.

Fiat SpA CEO Sergio Marchionne has been quoted as saying the company will be able to increase production capacity for the new Fiat 500 model to 190,000 units from January 1st 2009, in light of of ‘incredible demand’ for for the new car.