BEVERLY HILLS, California — The all-new 2016 Fiat 500X, an SUV that combines the unique styling of the Fiat 500 hatchback with a four-door configuration and optional all-wheel drive, will be introduced to car shoppers by "street teams," the automaker told Edmunds.
The teams are being deployed across the U.S. this spring and summer as Fiat aims to make its first U.S. SUV the brand's No. 1 model.
The 500X arrives at Fiat dealerships in May.
Fiat, a niche brand with 218 U.S. dealers, will target more than 300 cities to provide one-on-one experiences between car shoppers and the 500X. The teams will be set up at concerts, art shows and other outdoor events. Some venues will offer test-drives.
"A big part of our strategy is experiential marketing," said Jason Stoicevich, head of Fiat Brand North America, in an interview. "We will cover the entire country. We will go to the people. When events are happening, whether we sponsor them or not, we will be part of it. It allows for the consumer to engage with the product."
The program kicked off in California this month.
The base 2016 500X starts at $20,900, including a $900 destination charge.
Fiat's 500X is the third model in the U.S. lineup, which includes the Fiat 500 hatchback and convertible and the Fiat 500L wagon.
Edmunds says: Fiat's street-team plan offers car shoppers a low-pressure opportunity to closely examine the new 500X.