Chrysler says that it has targeted 125 major markets in 41 states for Fiat sales in the United States.
The automaker intends to relaunch the Italian brand in the U.S. later this year with the introduction of the 500 minicar. Next year, the 500C convertible will also be offered to North American consumers. Fiat-badged vehicles have not been sold in the U.S. for about 30 years.
Unlike many prior efforts by various automakers to sell limited volume European brands in North America, Chrysler says that Fiat retailers will have to make use of a “completely separate facility” for the brand and that “a separate Fiat team” will be used for sales and servicing efforts. In addition, since Fiat won’t be considered a Chrysler line – like Dodge and Jeep – its dealer standards will be unique.
“The Fiat dealer network will be appropriately sized to serve the market opportunity,†said Peter Grady, Chrysler’s Vice President of Network Development and Fleet, in a statement released to the media. “Our vision is to establish a dealer network that will reflect and enhance the brand’s reputation for innovation and fun, and will offer a unique, personalized customer experience.â€
Chrysler says it will formally announce Fiat dealer locations in September after it has conducted a thorough review of potential retail outlets.
The automaker has not announced specifications for North American 500s, although it did indicate that they will differ substantially underneath the skin from their Fiat Panda-based European counterparts.
