Fiat Chrysler Merger CEO said they plan to sell around 50,000 Fiat 500 units annually in US. Marchionne also said that he hopes all customers topersonalize their units, in order to raise the price.
Sergio Marchione hopes to transform Fiat 500 in “the new Mini Cooper” of the United States market. More precisely, he wants the make the charismatic Italiancity model a sales champion in USA, with hopes to sell over 50,000 units annually. Fiat – Chrysler Merger have chosen 130 dealerships for Fiat 500 in US and 58 in Canada, and the low starting price of 500 will be used as a marketing tool. The Fiat officials wants to persuade their customers to customize their cars, this way the price which starts at $16,000 to reach this way $20,000, the extra $4,000 being payed for accessories, rims, body colors or trims.
Lately, the Americans have been attracted by smaller, eco models. In contrast with the traditional muscle cars, the USA market have consumed models like Volkswagen 1300 (Beetle), Renault Dauphine, Yugo (model copied after a Fiat) , Smart and Mini. These models were sold well when the petrol price was high, but Fiat – Chrysler Merger have not boasted about the Fiat 500′s efficiency.
Just like for Mini Cooper, the guys of Fiat has to promote 500 in an indite way in order to stand out on the North American market. While the Brits of Mini have worked with Cunning Stunts of Great Britain, the guys of Fiat have hired a less famous advertising company in Michigan. As a comparison, Mini have advertised Cooper in USA by putting it in a Ford Expedition and driving it around in the big cities.
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