The Chrysler Group today hosted a special event in Detroit for around 400 of its car dealers from targeted markets across the country to tell them what it will take to become a Fiat dealer in the United States. Fiat, which controls 20 percent of Chrysler, plans to unveil the U.S.-spec version of its 500 mini at the Los Angeles auto show in November and begin selling the car by the end of the year.
The Detroit automaker today said it wants to open Fiat dealerships in around 165 locations across the United States with the biggest small-car registrations. Potential markets in the U.S. include Chicago, Manhattan, Los Angeles and Boston.
Those interested will have to submit proposals detailing their plan for representing Fiat, from the showroom to sales, marketing and after sales by September 22, with the Chrysler Group saying it expects to name its Fiat dealers in the fourth quarter of the year.
Chrysler and Fiat Chief Executive Officer Sergio Marchionne said last week that the same Fiat dealers may also sell Alfa Romeo cars in the near future.
"The Fiat brand offers our dealers the opportunity to be part of a unique experience," said Laura Soave, Head of Fiat Brand North America. "Our dealers will be able to interact with a group of individuals that are not part of their current customer base. These are individuals interested in Italian automotive design coupled with fuel efficient technology. Our dealers will be the key point of contact with our customers, and thereby, a crucial part of the success of the Fiat brand."
The North American market version of the Fiat 500 will be built at Chrysler's Toluca plant in Mexico. The tin-top model will be followed in 2011 by the 500 Cabrio, which features a targa-style retractable fabric roof. Both variants will be powered by Fiat's 1.4-liter four-cylinder MultiAir engine that will be manufactured in the USA.
Chrysler Group dealer reactions:
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European-Spec Fiat 500
