Individuality in the Mainstream
It’s been four years since Fiat re-entered the U.S. market. Yet despite new showrooms and provocative advertising campaigns, Fiat’s brand awareness seems as small as the diminutive 500 it sells, which is nicknamed “Topolino,” or little mouse, in Italy. Despite the slightly larger 500L crossover, Fiat’s 2014 sales in the United States totaled but 46,121 vehicles, trailing such laggards as Mitsubishi and Volkswagen. Fiat knows that in...
