Going to America

The FIAT 500

Going to America

Fabbrica Italian Automobili Torino with picture of all the Fiat logs starting in 1899 through 2006 (FIAT, 2012). Next, we have a short history of FIAT, founded by Giovanni Agnelli, in Turin, Italy July 11, 1899. FIAT was the poster child post WWII for the industrialization of Europe (Business, 2012).

FIAT in America was introduced to America over 28 years ago and left in 1983, leaving behind a bad reputation. FIAT’s return was announced by CEO Sergio Marchionne after the acquisition of 25% of Chrysler by his company in 2009 with the help of the US government (FIAT, 2012).

Mr. Marchionne is now the CEO of both companies. States FIAT will use Chrysler’s existing dealerships to sell the FIAT brand in late 2012 early 2013. Dealerships will be called Studios. FIAT will utilize Chrysler’s shipping network to transport and distribute the FIAT brand in the United States. US brand will be built at the Chrysler plant in Toluca, Mexico (FIAT, 2012), (Docstoc, 2012).

Marketing the FIAT 500 in America. FIAT will uphold its current product along with Chrysler. Will be introducing three model options to the American market. Each model will have its own target market.

FIAT 500 Pop. Price $15,500

31city/40 highway mpg, 5 speed manual transmission w/over drive, Front wheel drive, Seats 4

2-door, Seven Airbags (FIAT USA, 2012) (Cardata, 2012).

FIAT 500 Pop Accessories.

Air Conditioning, Power Windows, Locks, Mirrors, AM/FM/CD, BLUE&ME™+ Hands-Free Communication w/ iPod®+ Mobile Device, USB & MP3 Interface, Auxiliary Input Jack

Electronic Vehicle Information Center, Speed Control, Chrome Exhaust Tip

eco:Drive, Leather-Wrapped Steering Wheel w/ Audio Controls, Electronic Stability Control

15 Exterior Colors, Available Beats Audio® Premium Sound System (FIAT USA, 2012).

FIAT 500 Sport. Price starting at $16,960

5 Speed manual transmission w/over drive, front wheel drive, 2-door, Seats 4

31city/40 highway mpg,...