Chrysler plans to sell 50,000 Fiat 500 minicars in the US next year. The US carmaker, which is 20% controlled by Fiat, hope the retro-look car, which has quickly gained popularity in Europe, will mirror the success of BMW’s Mini.
The 500 will be unveiled at the Los Angeles motor show in November and, at a meeting yesterday, Chrysler told its 400 dealers it wants to open Fiat dealerships in 165 locations across the US.
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Fiat Brand North America head Laura Soave told them: “Our dealers will be able to interact with a group of individuals that are not part of their current customer base. These are individuals interested in Italian automotive design coupled with fuel efficient technology.
Chrysler said in a statement that the new Fiat retail network will begin selling the US 500 late this year with cabriolet model following in 2011.
It be built in Toluca, Mexico, while engines, a version of Fiat’s I4 1.4-litre, will be manufactured in the US. Chrysler sources said that there are also plans to introduce an electric 500 in 2012.
Chrysler executives are trying to convince dealers to invest in new showrooms to sell the 500. The Wall Street Journal reported some dealers are sceptical about spending as much as US$1m to build a separate facility for Fiat while also devoting staff and time to sell the vehicles.
Dealers have until 22 September to submit a formal proposal to become a Fiat franchisee. About 200 will be announced in October.
Chrysler Group’s network development and fleet chief Peter Grady, said: “We have determined the areas of the country where Fiat dealers can succeed and grow. Now they must submit proposals detailing their plan for representing Fiat, from the showroom to sales, marketing and aftersales.”
