Fiat doesn’t worry that it is a area of interest model. That's no less than what Pieter Hogeveen, advertising director at Fiat in North America says. Since returning to the US in 2011, Fiat has bought practically 400,000 automobiles. However its annual gross sales quantity has dropped significantly since its reintroduction. That is primarily on account of the truth that Fiat solely sells small automobiles and lacks contemporary produce. Nonetheless, the model nonetheless thinks it will probably entice new consumers, particularly youthful ones. How? Constructing on legacy, driving pleasure and worth.
MotorTrend has maintained with Hogeveen throughout the Fiat 500X's new multimedia marketing campaign in 2019 in Malibu, California, the place he introduced Fiat's standing in North America. Even with the dearth of quantity of the Italian model, Hogeveen nonetheless sees a deal for Fiat in the US. "I feel should you have a look at our clients and also you observe, there’s a place for distinctive automobiles within the US market," he mentioned. With the 500X, Fiat enters one of many fastest-growing segments, the crossover sub-category, and hopes it is going to make up the majority of gross sales, as demand for business automobiles continues to develop.
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In contrast to Mini, Fiat desires to protect its identification as a small automobile specialist however stays a mainstream model so as to not stand out of his market. "We all know that costs and small automobiles go hand in hand, and we want to ensure we provide worth in any respect costs," mentioned Hogeveen. "Fiat has all the time been a helpful model and shifting away from that may make no sense."
We requested Hogeveen if we have been going to see larger automobiles in Fiat's vary, and although he may touch upon the subsequent product. we suspect that the 500L and 500X are the largest it is going to provide. What you’ll be able to count on are extra particular editions and packages to maintain present presents fascinating. Nonetheless, there’s a dividing line between an excessive amount of and never sufficient customization. "Individuals like personalization, however when you’ve got too many finishes, you create confusion," Hogeveen mentioned. The 500X vary has been decreased to a few variations so that customers can get precisely what they need, however the huge exterior and inside shade palette stays.
The transition to a spread of absolutely turbocharged engines is a part of Fiat's transfer in direction of providing extra interesting automobiles to drive. The 2019 500X Refurbished is the final automobile to obtain the replace. The brand new 1.Three-liter turbo-four replaces the previous 2.Four-liter naturally aspirated fashions. Handbook transmissions will doubtless stay in Fiat's lineup within the foreseeable future as they account for 50% of the gross sales of the 500 and 124 Abarth. Hogeveen additionally revealed that 40% of the 124 spiders bought have been Abarth, justifying the case of enjoyable automobiles to drive.
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As for Hogeveen added that Fiat was carefully inspecting business developments, however declined to particularly touch upon America's North. On the 2019 Geneva Auto Present, Fiat launched the 100% electrical Centoventi idea, an electrical automobile with 4 detachable batteries and a spread of 100 to 300 km, relying in your consumption.
FCA final June. five-year plan describing the electrified way forward for Fiat. The vary can even focus primarily on the 500 and Panda households and can permit the model to place itself extra within the European market. The subsequent Fiat 500 is anticipated to debut in 2020 as an EV with its personal devoted platform. A second mannequin, which may revive the identify Giardiniera, ought to observe. Any more, Fiat will preserve the course in North America till the arrival of the brand new era electrified fashions from 2020. We suspect the brand new 1.Three-liter turbo-four engine might be the final mill to fuel solely earlier than the transition to electrified powertrains. On condition that this engine is the premise of the Jeep Renegade plug-in, which ought to arrive in the US, we’d not be shocked if this method additionally involves the US to the 500X as nicely.
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