Fiat Will Miss Its 50k Sales Goal This Year. What About Next Year?

by Edward Niedermeyer

February 23rd, 2023 9:56 PM

If you answered in the negative when we asked if Fiat would be able to make its 50k unit sales goal in the US this year, you were right. Executives for the Italian brand tell Automotive News [sub] that

“We lost the whole first quarter”… If the store openings had occurred as planned, the sales target would’ve been achieved… Now, that will “probably not” occur this year.

This is no real surprise. Thanks to the slow rollout, Fiat has sold only 7,982 units so far this year… but even with sales at their current levels (3,083 units in July), sales would only barely top 36k units in a 12-month period. Of course, next year the 500 is joined by a higher-performance Abarth version (no, not that one) as well as a hideously expensive electric version, so sales should continue to climb. On the other hand, the brand is hoping for 100k units next year, or about double the MINI brand’s 12-month average… so Fiat may well be looking at another missed sales goal anyway.

#Cinquecento #Fiat #Marketing #NewCars #Sales

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13 of 24 comments

John Horner on Aug 12, 2011

Generally speaking, new car sales are not very profitable for dealerships. On the new vehicle side; financing, accessories, extended warranties and dealer installed options are where the money is made. Overall, parts, service and used car sales (the inventory for which is often a by-product of new car sales) are where the real profits are made. If I had a Fiat new vehicle dealership, I would be stocking my used car section with all manner of special interest vehicles to sell to the demographic which is drawn to the 500.

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- Alex Nigro on Aug 12, 2011
  
  So, something like my local Fiat dealer, part of the Arrigo empire, then? I think they pretty much fit the bill there, for sure!
  
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- Neb on Aug 14, 2011
  
  Good idea, John. I've seen a few Fiats in the wild around here. To be honest I wouldn't fret about missing sales targets right now; with the economy so bad just staying in the game is probably success enough.
  
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LDMAN1 on Aug 13, 2011

What happened to underpromise and overdeliver?

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- Type57SC on Aug 15, 2011
  
  You don't know many Italians, do you?
  
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- LDMAN1 on Aug 16, 2011
  
  @Type57SC Purtroppo, si. Conosco bene il paese e la gente. This is not about Italians. In order to launch a brand/car in a "new" market most manufacturers inflate the business case (volumes/financials) in order to get approval. This is not unique to Italians companies but this phenomenon is prevalent in that country. Alfa Romeo was supposed to be back in States in 2009, then the goal post kept moving and we are now talking about 2014. I just think that Italians should curb this tendency. Have a look at the state of Italian economy. It is queuing up to be the next Spain or Greece (PIIGS = Portugal Ireland Italy Greece Spain). Luca de Meo's "defection" to VW was a big loss to Fiat and I suspect that part of the reasons he left had something to do with unrealistic goals that were shoved down his throat .
  
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- Patz on Aug 17, 2011
  
  @ludman1 why exactly 'purtroppo' (=unfortunately)?
  
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- LDMAN1 on Aug 18, 2011
  
  @Patz E solo un modo di dire: It's just an expression.
  
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- Patz on Aug 18, 2011
  
  @ldman1 OK, scusa, per un attimo ho pensato che non ti piacessero gli italiani... Ok, I'm sorry, I've been wondering for an instant that you maybe don't like italians....
  
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- LDMAN1 on Aug 18, 2011
  
  @Patz No. Il paese mi ha piaciuto. Il cibo anche. E un grande popolo. Dal punto di vista lavorativo per essere sincero sono rimasto sconfitto ma era una buona esperienza. Ma come diceva un amico mio italiano: "l'Italia e' un casino organizzato, ma alla fine funziona." Credo che sono fortunato. No. I liked the country. Also the food. They are great people. From a work point of view, to be honest, I found my myself a bit "dumb founded." But like an Italian friend of mine told me: "Italy is an organised mess that in the end works." I think that I am blessed. :-)
  
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- Patz on Aug 18, 2011
  
  @Patz Fully agree with that - as I'm Italian. Fortunately and unfortunately... ;)
  
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Alex Nigro on Aug 13, 2011

In related news, AutoWeek is claiming that the 500 EV will be priced at $30,000. Either they're making it up, or Fiat is prepared to lose a lot of money over the EV. http://www.autoweek.com/article/20110811/CARNEWS/110819983

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MRF 95 T-Bird on Aug 13, 2011

I have been seeing quite a few here in NYC over the last month or so. Hopefully they will do a wagon version to compete with Mini Clubman.

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