LOS ANGELES – While we are very happy because Fiat 500e to Americaand we think there’s a clear niche for itwe still have load in terms of upcoming models, if any changes will be made and what else is likely to come for the Italian brand. And in a roundtable interview with fiat Brand CEO Olivier François, we learned all that and more. So take a look at Fiat’s intriguing electric future in the US
The future is 500
And when we say it’s 500, we mean only 500e. François revealed that, although it won’t disappear immediately, 500X crossover will be discontinued at the end of this generation’s life. His rationale for the move was that there was only one model that really resonated with American buyers: the regular 500. He points out that it had at one time taken a 60% share of the ultra-small segment before the Mini. And it succeeded because it was an iconic car that met a very specific niche for a very specific buyer: something small and stylish that works as well as a commuter vehicle. and city. He noted that 500L, focusing on practicality, is not what the general buyer is looking for, nor is it a niche buyer. And it is the same case for the 500X. So the brand is returning to its core, most popular model and has no plans to expand beyond that model anytime soon.
Exactly which 500e variants will be offered here is still being decided. There are currently three versions in Europe, the hatchback, the soft top and the quirky three-door (with a half-door on the passenger side). Mazda MX-30). They will soon be joined by a sporty version of Abarth. François noted that they could start with one version and offer others later, or it could be a hatch and a convertible at the same time. The three-door version seems unlikely as there isn’t much demand for such a small car with a slightly more accessible rear seat. Abarth is what François says he wants to offer here (and we will love and cherish accept), but that will likely be determined by how well this new Fiat strategy works. He said that any of them maybe offered, but it depends on the success and strategy of the brand. One interesting piece of news that could complicate the transition is that the most successful states for the 500 were California and Florida, both of which did not perform well. Larry Dominique, Senior Vice President and Head of Fiat and Alfa Romeo in the US, note that the majority of buyers convert actually in states with more snow.
Regardless of the body style, the specifications will obviously remain very similar to the European model. Minor changes will be made to US regulations, such as standard safety features, lighting, tire specifications, etc., but will generally be the same. It comes with 42-kWh the battery that’s rated for 199 miles of range on the European WLTP cycle (expect less on the US test loop). Under the hood is a 117-horsepower electric motor that powers the front wheels. DC fast charging will be available for cars.
Fiat to test Stellantis’ EV in the US
One of the surprises François revealed is that Fiat’s footprint in the US is very small. He said that annual sales peaked at more than 40,000 units a year in the US, a tiny number compared to Fiat’s global sales of more than a million units a year. Many automakers will probably exit the market, but not Fiat. Apparently the plan was to use Fiat as a way to try out new ideas for car sales and as a testbed for electric vehicle sales in the United States, Fiat will be the first Stellantis brand to start selling electric vehicles, even before bigger brands like Jeep car and avoid.
Obviously the strategy is that since Fiat is a niche small brand not a bulk seller, it won’t be a terrible loss if things don’t go well. As François said, if all goes well, that’s a good thing to learn and apply to other brands. If not, that’s also a good thing to learn, and it’s not a big mistake.
Among some of the new ideas coming up for Fiat are fully digital marketing and new ways to buy or use cars. Or at least, new-ish. Subscription models are certainly under consideration, as are possible car-sharing models. François notes that a small luxury city car would be a good choice for car sharingespecially in urban areas and it could be the point for people to experience the 500e in a way that might make them buy one.
Urban centers are also where Fiat will focus on selling the 500e. François spoke of this being a car for two primary buyers, both of which are likely to be in major cities. One is that the buyer has multiple cars that do different jobs, and the 500e will suit the stylish, efficient commuter. The other would be someone looking for something stylish but might be better suited to a subscription model or even car sharing. As he said: people with large driveways or people with no driveways at all. And of course, the 500e’s range is a bit shorter than other practical options suited to city life.
One last question that was asked, but left unanswered, was price. A large part of that is simply not set up yet. So nothing really to say. François has said that the car will not be “cheap”. We take that to mean it won’t be a cheap car. So it can cost like a Small cooperative SE. He also noted that there won’t be plans for a massive discount on the car, no matter what. The reason, besides the fact that big sales may not help the image, is that fiat500e Production is currently limited. They’re selling every model they can in other markets, and given how small the US market is, Fiat won’t have to worry about moving inventory. Interestingly, this is also part of the reason why the 500e didn’t arrive in the US sooner. François says it was such a success that the brand had to prioritize bringing examples to Europe.
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