Fiat Eyes Dual Product Path, Modest Sales Growth

AUBURN HILLS, MI – Fiat Chrysler Automobiles’ Fiat brand is aiming for a split personality with its product lineup, appealing to value-conscious buyers with some models and customers looking for more aspirational buys with another set of vehicles.

That duality even will transform Fiat dealerships and delivery methods in Europe, where showrooms will be divided in two to appeal to the separate sets of shoppers. More value-priced vehicles will be stocked for immediate delivery, while aspirational models will lean toward build-to-order, Fiat-brand head Olivier Francois says here today.

With vehicles focused on the two ends of the volume-model spectrum, Fiat will ignore the more cutthroat and unprofitable middle territory, Francois says. Even on the value side, the brand’s cars will be positioned on the upper end of the price spectrum, he says.

Because Fiat focuses its lineup differently depending on market, its future product lineup varies from region to region.

In North America, new models will be limited to the 500X, a CUV-type derivative of the 500 that is due in Europe this year but won’t make it to the U.S. until 2015. Also on tap is an undefined “specialty” model Olivier says will be “in the heart of the market.”

In Latin America, where Fiat’s No.1 goal is to remain the sales leader in Brazil, there will be a new Uno FL this year, a new A-segment and compact-pickup entry next year and a new Punto, B-sized CUV and Grand Siena in 2016. A revamped Palio debuts in 2017 and a new Siena hits the market in 2018.

In Asia, Fiat gets the updated Ottimo, Punto and Avventura this year and adds an Ottimo CUV in 2015. A D-sedan bows in 2016, along with a new Avventura. The Punto and Grand Siena arrive in 2017 and a compact CUV bows in 2018.

In Europe, Fiat will launch a new compact sedan in 2015, along with a specialty vehicle. In 2016 a compact hatchback and station wagon, plus a B-segment car, arrive. The compact CUV bows in 2017 and a new Panda arrives in 2018.

Fiat’s global goal is to increase sales to 1.9 million units in 2018, from 1.5 million in 2013. Europe is expected to remain flat at about 700,000 vehicles, while Latin America creeps up to 800,000 units from 700,000.

Asia will show the greatest growth, rising to 300,000 deliveries from 70,000, Francois says. North American sales will double to 100,000 units in 2018, he predicts.

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