Will Fiat"s Venture Into the US Pay Off?
Have you been looking for the perfect new car? Do you want European style, quality craftsmanship and a powerful vehicle all in one? Are you, like many people, not based in Italy? Guess what - Fiat's are now being sold in the US again.
As a result of their partnership with Chrysler - helping them out through the global financial crisis and US car crash - Fiat cars are being distributed in American once more.
Initially, Fiat will roll out the Fiat 500 coupe.
The 500 is a smaller car, with a stylish look and compact size.
The car is a well-built yet sleek, almost 'cute' vehicle that is aimed at attracting drivers with an eye for style, construction and yes, even fashion.
Fiat cars are hoping for the new car to integrate their brand with the American public, and is aiming at pushing an image of Italian sophistication.
While I did just use the word fashion, Fiat is hoping that they will achieve more than just ephemeral popularity.
The 500 coupe is an attempt by Fiat to wedge their brand name into the public consciousness, an endeavour that may prove difficult.
Sure, Italian style is an easy enough thing to promote.
However, affordable - or cheap - Italian style translates to just one thing; Jersey Shore.
Stereotypically, Italians in America are either fake-tanned drunks, effeminate fashionistas or members of the Mafia - Fiat cars are going to have to work hard to cultivate an image of style and masculinity.
As I said, they'll have their work cut out for them - the current fad in the US is the Jersey Shore, a reality program about Italian-Americans who are, in a word, cheap.
Nevertheless, the Fiat brand is well-known across the world and they are clearly able to market themselves.
As fuel prices increase, the demand for stylish compact cars will follow and now is the perfect time for Fiat to pounce with this new 500 coupe model.
As an unbiased observer, I have to say that I'm interested in how Fiat cars are accepted into the American market.
Will they be pushed out due to their perceived cheapness or Italian association, or will they capitalise on their European style? Only time will tell.
While Fiat cars are well-made and well-established in Europe, they're almost an unknown quantity entirely in the US.
The new 500 is a way of Fiat to test the water, with a product they think will attract buyers.
If all goes well we may see a whole range of US-distributed Fiats.
As a result of their partnership with Chrysler - helping them out through the global financial crisis and US car crash - Fiat cars are being distributed in American once more.
Initially, Fiat will roll out the Fiat 500 coupe.
The 500 is a smaller car, with a stylish look and compact size.
The car is a well-built yet sleek, almost 'cute' vehicle that is aimed at attracting drivers with an eye for style, construction and yes, even fashion.
Fiat cars are hoping for the new car to integrate their brand with the American public, and is aiming at pushing an image of Italian sophistication.
While I did just use the word fashion, Fiat is hoping that they will achieve more than just ephemeral popularity.
The 500 coupe is an attempt by Fiat to wedge their brand name into the public consciousness, an endeavour that may prove difficult.
Sure, Italian style is an easy enough thing to promote.
However, affordable - or cheap - Italian style translates to just one thing; Jersey Shore.
Stereotypically, Italians in America are either fake-tanned drunks, effeminate fashionistas or members of the Mafia - Fiat cars are going to have to work hard to cultivate an image of style and masculinity.
As I said, they'll have their work cut out for them - the current fad in the US is the Jersey Shore, a reality program about Italian-Americans who are, in a word, cheap.
Nevertheless, the Fiat brand is well-known across the world and they are clearly able to market themselves.
As fuel prices increase, the demand for stylish compact cars will follow and now is the perfect time for Fiat to pounce with this new 500 coupe model.
As an unbiased observer, I have to say that I'm interested in how Fiat cars are accepted into the American market.
Will they be pushed out due to their perceived cheapness or Italian association, or will they capitalise on their European style? Only time will tell.
While Fiat cars are well-made and well-established in Europe, they're almost an unknown quantity entirely in the US.
The new 500 is a way of Fiat to test the water, with a product they think will attract buyers.
If all goes well we may see a whole range of US-distributed Fiats.
Source...