In ten consecutive months, U.S. sales at the Fiat brand have declined on a year-over-year basis. The run of declines began six months after Fiat launched an all-new model, the 500X, in America’s burgeoning subcompact crossover segment. The downward trend continued in the third quarter of 2016, through the launch of the Mazda-based 124 Spider. The losses accrued in Fiat’s U.S. showrooms were certainly worsened by 21 consecutive months of decreased volume reported by the aging Fiat 500.
But it’s the 500X that ought to shoulder much of the blame. Wasn’t the answer to the brand’s lack of mainstream appeal surely to be found in a segment that doubled in size in 2015?