Marchionne: Fiat Will Never Again Be 'A General Brand' In Europe

Cameron Aubernon
by Cameron Aubernon

Once a mass-market player in Europe, FCA CEO Sergio Marchionne says Fiat will never again be as such.

According to Automotive News Europe, Marchionne made the proclamation during this year’s Geneva Auto Show:

In terms of the scope of a mass producer of vehicles, Fiat (brand) no longer offers — and it never intends to have — a full range of product of the kind mass brands have. Fiat will lose its appeal as a general brand and it will focus on what it does best.

He adds that “the economics are not there” to keep Fiat in the mass-market arena as far as investments are concerned, and has no plans to claw back lost market share in Europe. As such, Marchionne has refocused the brand’s European lineup toward smaller cars like the 500 range, the Panda, and upcoming replacements for the Bravo and Punto.

Cameron Aubernon
Cameron Aubernon

Seattle-based writer, blogger, and photographer for many a publication. Born in Louisville. Raised in Kansas. Where I lay my head is home.

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  • Silence Silence on Mar 05, 2015

    A FIAT 500 with the Hellcat engine and AWD would be a pretty hot seller here. Or maybe just a 300 HP I4 Hellkitten engine and AWD.

    • Lorenzo Lorenzo on Mar 06, 2015

      I'm trying to envision fitting a Chrysler 6.3L V8 into a 500 engine bay longitudinally. I'm thinking the driver will have to move to the back seat, and the car will have a 76/24 weight distribution. Imagine the cornering!

  • GeneralMalaise GeneralMalaise on Mar 05, 2015

    Because JD Power!!!!

  • Palandi Palandi on Mar 07, 2015

    every time I remember what Sergio did to Lancia, I want to punch him in the face.

    • See 3 previous
    • Corey Lewis Corey Lewis on Mar 09, 2015

      @bobman Is there a point to focusing on Lancia? I'm thinking it's one of those too-far-gone instances. There isn't anything that Lancia did, that Fiat or Alfa couldn't do now instead. Except maybe rally cars. But even that was a long time ago, and not especially relevant to sales today like it once was (80s).

  • Bobman Bobman on Mar 09, 2015

    Sergio had created quite an uproar in Italy when he introduced the re-badged Chryslers as Lancias. There is a following in Italy that would love to have the 'real' Lancias back. Could add some additional unique market competition for FCA against the higher end brands in Europe. Admittaly a niche market though.