Fiat has been steadily losing market share in Europe for 25 years
- The Fiat brand has been steadily losing market share in Europe (EU + Switzerland + Norway) and in Italy, its home country, since 1997. Fiat then sold more than 800,000 cars in its home country of origin, representing 34% of the Italian market. which at this time reached 1.7 million passenger cars. In 2022, Fiat sold less than 200,000 cars in Italy, representing 13% of a market which reached 1.3 million passenger cars. In 25 years, the sales drop in sales of the carmaker in Italy is therefore of 75%!
- The sales decline of the Italian carmaker in its country has been constant for 25 years. We also observe that the fall of Fiat over this period in Europe is mainly due to its fall in Italy. Fiat was unable to increase its sales in other European countries to offset its decline in Italy. And Italy has always represented the majority of Fiat sales in Europe, both in 2022 and during the previous 25 years (and even more so 50 or 60 years ago...).
- The reasons which explain this fall in Europe and Italy are multiple. But the main reasons are the gradual reduction of the carmaker's range (of which the end of the Punto remains the most emblematic factor), the partial transfer of the customer base to Jeep brand SUVs (firm bought by Fiat in 2011) while the Fiat brand was lacking of real SUVs and finally a fiercer competition of VW, Renault or Toyota.
- The merger of Fiat-Chrysler and PSA in 2021 should make it possible to rebuild a new, broader and more competitive Fiat range, which could halt the fall in its sales in Europe and Italy, which began 25 years ago.