Marchionne Admits Fiat 500 Sales Target Was "Incredibly Naive"

Derek Kreindler
by Derek Kreindler

The Fiat 500’s spectacular failure – selling less than 20,000 units in 2011, despite projections of 50,000 units sold- is quickly becoming the stuff of legend in automotive circles. Sergio Marchionne told CNN Money that the goal wasn’t really based on anything but wanting to beat Mini.

“It was a number that we said would be in excess of what Mini was selling in the United States. It was that simple,” he told CNN. Mini sold 45,644 cars in 2010 and 57,511 units in 2011. Fiat was only able to muster 19,769 vehicles in 2011.

Marchionne dismissed Fiat’s failure as a “rounding error” due to Chrysler’s overall sales of 2 million cars in 2011. According to him, plans for further product roll-outs, as well as the inevitable delay of an Alfa Romeo introduction, is still in the cards.

Derek Kreindler
Derek Kreindler

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  • FJ60LandCruiser FJ60LandCruiser on Jan 18, 2012

    Americans don't want to buy a style over substance underpowered metrosexual city cruiser built by FIAT (a brand known for its rock solid durability) following a government bailout of Chrysler? I'm shocked and amazed! As for Marchionne, give the guy a job in DC. He makes a bold statement of moving 50k units, but when he fails to even reach half of that he attributes it to a "rounding error." Such incredible ineptitude with large sums seems to fit right in with our Congressmen and other numerically retarded elected officials. Next year what's the target? A billion?

    • Fred schumacher Fred schumacher on Jan 18, 2012

      LandCruiser: go back and read the article. It states: "Marchionne dismissed Fiat’s failure as a “rounding error” due to Chrysler’s overall sales of 2 million cars in 2011." The "rounding error" was in reference to 2 million cars sold, not 50,000. I think one attribute that can be firmly applied to Marchionne is that he is clearly not "inept" with large sums, as he has resuscitated several companies successfully.

  • Willbodine Willbodine on Jan 20, 2012

    Can't explain why, but the 500 is a hit in Palm Springs. Had no idea they came in so many colors/option packages. I like small cars, but a Fiat sold by Chrysler? Doesn't strike me as a good idea.

  • Capdeblu Capdeblu on Jan 21, 2012

    Fiat/Chrysler needs to put a Hyundai like warranty on this car ASAP

  • Andy D Andy D on Jan 21, 2012

    I cruise the highway in my company Transit Connect. I'm doing the limit or maybe a bit less. Smarts pass me all the time. I have seen a few 500s, but havent paid attention to their speed

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