Fiat Get’s the Brand Right with New Dealerships

Do you think the same guy who’s selling you a Chrysler Le Baron or Jeep Wrangler can sell you a Fiat 500? Not on your life and even more importantly the some customer would most likely not be even thinking of buying the same two vehicles.

Fiat’s announcement this week that they are looking to open 200 new dealerships that sell only Fiat cars is a very smart move and as I said in an earlier posting on the Fiat acquisition of Chrysler, this gives Fiat’s brand’s access to the American market again, with  small, nimble, fun cars that represent a new mix in the American driving market that’s been missing for near 30 years (when Fiat left the U.S.).

Ciao bella!

Their super popular Fiat 800 and the Panda will be instant hits here if properly introduced and marketed but not with the big truck and SUV crowd. Access to the larger urban markets with a fun, Italian small car will be similar to the relaunch of the Mini by BMW. They relaunched an all new, very sporty Mini and it really took off with the urban Gen Y demographic.

I’m looking forward to the new Fiat dealerships, how Fiat will spin their ad campaign and what their approach to launching Fiat brand in the US will be. This is a great opportunity to bring some well positioned, energetic, European vehicles into the lives of younger hip professionals looking for something new. The big question is will they get it right?

And, if this works, maybe Alfa Romeo will bring back their sports car and there will be a relaunch of the Fiat Spyder brand that died in the 1980’s. I can’t wait!