Fiat Chrysler is halting production of its Fiat 500 and electric 500e hatchbacks in North America.
Former Chief Executive Sergio Marchionne acknowledged marketing missteps a year into the initiative: “We thought we were going to show up and just because of the fact people like gelato and pasta, people will buy it,” he told reporters at the Detroit auto show in 2012. “This is nonsense.”
Plunging gas prices and American drivers’ love affair with big SUVs thwarted Fiat’s efforts to gain traction. Sales of all Fiat brand cars in the U.S. peaked at about 46,000 in 2014, andever since — dropping 41% last year to just 15,521 vehicles, the lowest level since the brand’s reintroduction to the U.S. market after a 30-year absence.
Fiat brand sales were down 38% in the first half of 2019, with deliveries of the 500 dropping 25% to 1,692. Sales of the 500 dwindled by more than
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