Fiat gets into revival mode in Europe

With the European car market getting more and more competitive, Fiat Chrysler Automobiles have decided to unleash their new strategy to gain back lost ground, in the last few years.

Fiat has planned to split two areas in the European car market that have shown strong signs of growth. These are  the premium small and compact cars on one side and high value budget cars on the other. Fiat will cater to these two fast growing segments by dividing their product range into two distinct categories – ‘Rational’ and ‘Emotional’. The Rational side would be based on functionality and value for money, as per Luca Napolitano, Fiat brand head for Europe and will include the 2018 Panda as the entry-level model. The category will extended to a new B-segment supermini, which is expected to be a new Uno and a new family hatchback and estate that are based on the recently launched Fiat Aegea.

The Rational category of Fiat cars is supposed to have just one trim level with the choice of two engines and only four exterior colours. This means that features such as navigation or an  upgraded audio system will be installed by the dealer, to keep the pricing competitive. Fiat may also plan to retail these cars online. The ‘Emotional’ category will encompass the 500 range and the reborn Fiat 124 Spider, which will be based on Mazda Miata, following the alliance of the two companies for joint development of the roadster. In addition, the 500 range will get a larger five-door hatchback model, which will be based on the 500X platform. This new car having more space, will be launched in 2016 and will directly compete with the Mini, with All-wheel drive and powerful turbocharged versions, which are also under development, as confirmed by autocar.co.uk

Fiat has a rich history of making cars with character and some of the highly regarded cars such as the Uno, Brava, Punto and Panda, went on to become European Cars of the Year. This new revival plan should help boost the Fiat brand, which has suffered a significant drop in market share during the past two decades. The year 2015 has been a good start, with the 500 range gaining market share.