Not Selling as Well as Hoped - 2012 FIAT 500 Long-Term Road Test

2012 FIAT 500 Long Term Road Test

2012 Fiat 500 Sport: Not Selling as Well as Hoped

November 21, 2011

Fiat 500 Rear.jpg

The Fiat 500 is not selling as well as Chrysler-Fiat had envisioned. It was reported last week in Automotive News that since sales began in March, only 15,826 were sold through October. That figure falls well below the 50,000 unit annual figure that Chrysler-Fiat had hoped for.

In order to start moving the 500, Fiat began offering a $500 cash rebate this month. But that may come too late for workers already furloughed at the Dundee, MI Fiat 500 engine plant.

Additionally, permanent Fiat stores (separate from Chrysler dealers) have been slow to open due to the big dealer investment. Some dealers think the 500 should be less expensive considering its small size.

In spite of the JLo TV ads that run around the clock, Frenchman Olivier Francois, global head of the Fiat brand, said "I don't think we have a car problem; people love the car. I think we have an awareness problem." Hmmmm...

What can you do to help? You can buy a Fiat 500, of course!

Albert Austria, Senior VE Engineer @ ~9,800 miles

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