Fiat’s return to the United States – after an approximately 30 year hiatus – will come later this year with around 165 retail outlets scattered across 119 major markets.
“We have determined the areas of the country where they can succeed and grow,” Peter Grady, Chrysler’s vice president for network development and fleet, said in a statement released to the media.
Distributed through Chrysler dealerships, Fiats will be sold from their own small showrooms measuring just 2,000 to 2,500 square feet capable of displaying three or four vehicles.
Chrysler says that it hopes to expand Fiat’s reach to about 200 showrooms once it adds more iterations of the 500 minicar, including a four-door variant. Eventually, Fiat dealers will be first in line to apply to become Alfa Romeo stores when the brand returns to North America in 2012.
The automaker hasn’t named just which markets will get its vehicles, nor where the dealerships will be located, but it said in a statement that it will begin naming its selections soon. Chrysler hopes to begin distributing Fiat products in the United States in just a few months. Prospective dealerships have until September 22 to submit proposals to Chrysler for evaluation.
Marketed like MINI
The 500′s biggest rival will be BMW’s MINI brand, which focuses on keeping low dealership inventories by taking vehicle orders rather than selling from stock. Although MINI’s sales are down this year, the European-style concept has generally worked well for the brand. In Europe, most buyers are content with ordering a new car rather than taking delivery from a vehicle in inventory.
Fiat dealers will offer a wide range of options and trim choices for the 500. It’s expected that dealer-installed accessories will play a large role in the 500′s sales experience, as well.
