Fiat sales in U.S. and Canada have cratered
But 500e announcement next week could turn tide
Fiat has a sales problem in North America. The brand is selling fewer than one car per year for each of its dealers in Canada and not doing much better in the U.S.
In the first three quarters of 2023, Fiat USA sold 425 cars. With 357 dealers hosting the Fiat brand, that’s 1.2 cars per store. The trend is alarming, but look back at the last few years and things look even more bleak.
2022 saw Fiat sell 919 cars in the U.S., which is still fewer than three per dealer. The last time the brand broke through 10,000 was back in 2018.
In Canada, Fiat sold just 32 vehicles in the first three quarters of 2023. The brand has around 90 dealerships, meaning only one-third of its stores had a sale. 2022 saw just 47 for the same period, which means it’s being continuously outsold by the likes of Ferrari and Bentley. Total Fiat sales in the U.S. and Canada add up to around six hours of the Ford F-Series.
What’s the problem? The brand has little product. The Fiat 500 was discontinued in 2019, the 500L and 124 Spider in 2021. That leaves the aging 500X crossover as the only Fiat on sale in the U.S. and Canada. However, the brand’s sales woes started before the model discontinuations were announced.
Is there a potential turnaround? Yes.
Fiat is getting ready to launch the 500e electric vehicle here early next year. It’s already been on sale in Europe since 2020, so it’s not the latest tech, but this time Fiat doesn’t expect big volumes.
Fiat brand CEO Olivier Francois said late last year that 10,000 units is fine. “The car will be expensive,” he said (via Motor Trend). Limited edition models with “ridiculously high” prices could be part of it.
We’ll find out more about plans for the 500e on December 5th, when Fiat has a special announcement scheduled.