- Fiat CEO Olivier François says car and driver at the 2022 Los Angeles auto show that the future of the brand does not include the next generation SUV 500X.
- electricity small car 500e will be a major focus starting in 2024 as the company changes strategy in North America.
- That strategy could include car-sharing and subscription options.
Fiat is discontinuing its SUV production and shifting focus back to 500 minicars, as the Cinquecento’s North American return was announced today at Los Angeles Auto Show 2022. The brand currently has one model on sale in the US — the 500X SUV — but Fiat boss Olivier François told car and driver that it will be phased out after this current generation.
“The Fiat is the 500, not the other car,” says François. “I have a very clear plan to do nothing but 500.”
Fiat says the current 500X will be available until the end of the current generation, though the automaker declined to say exactly when it will be. We expect it to work at least until the 500e officially launches in the US in 2024.
François also explained that the future of the brand on US shores is to serve as a learning opportunity for parent company Stellantis as they work towards the transition to electric vehicles. Experiment with digital sales, monthly subscription serviceLimited-release specials and even a car-sharing service are all possibilities for Fiat when the 500e goes on sale in 2024.
“The last thing the US market needs is one more mainstream model or brand,” says François.
The car can be offered in a variety of body styles but perhaps not at the same time, giving Fiat the opportunity to switch to whatever styling seems popular or desirable to buyers at any given time. The 500e, for example, could only be offered as a convertible for a certain period of time, then switched back to selling a hardtop. While sales can still take place through the traditional dealer model, Fiat says a click-to-buy option is an attractive possibility.
The brand will focus on metro areas that best suit the car’s size and driving range, but François added that rural and suburban buyers won’t be locked out if they want the 500e . Pricing hasn’t been announced, but it’s likely the 500e will be seen as a low-volume style item rather than a mass-market vehicle, which could lead to a higher-than-expected price tag.
The bespoke designs on display at the LA auto show could be an indication that co-branded models can play a big role in the car’s marketability. Fiat has a history of such partnerships, as the previous-generation car was sold as gucci version in the US and other markets under a partnership with luxury yacht manufacturer Riva.
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