If the Fiat brand was a human being, it was last spotted in the parking lot of a local bank. Police are now scouring the woods.
Launched with adequate, if not great, fanfare as a newly Italianized Chrysler powered out of the recession, the Fiat brand failed to put down roots in the American marketplace, with the automaker’s next five-year plan showing it as an afterthought with an uncertain future. Sure, Italy gets a wagon version of the little 500 and greener power options, but in North America, the brand went over with buyers like Catwoman or Heaven’s Gate did with movie audiences. Dealers aren’t exactly thrilled with having the Fiat name anywhere their Jeep or Ram banner.
As bad as the brand’s continued non-performance in America is, buyers north of the border have already moved on. (Read More…)















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