Fiat is reaching its target on the American market
- Taking benefit from taking over Chrysler, Fiat Group was able to return to the U.S. market after decades of absence.
- The strategy to launch in North America the Fiat 500 (produced at Chrysler in Toluca, Mexico) and position this vehicle to compete with the premium small car Mini (BMW) and Smart (Daimler) has been very successful.
- Indeed, 45,000 Fiat 500 were sold in 2012 on the U.S. market, while BMW sold 66,000 Mini and Daimler 10,000 Smart.
- The sales gap between Mini and Fiat 500 will further decrease in 2013 and 2014, even though the Mini has been very successful over the last ten years in North America.
- Only a few analysts had foreseen such enthusiasm for the U.S. Fiat 500. The upcoming launch of the electric version (Fiat 500_e) should still boost the model .
Data source: File #55 - Registrations in the World by makes