Fiat back in the US

With the Fiat 500 in the US, big hopes are pinned to a small car as Fiat tries to re-launch its brand on the US car market off the back of the Fiat-Chrysler deal. The plan is that the cute, retro appeal of the Fiat 500 will win hearts and minds, and will beat main rival Mini at the pricing game. As the model slowly appears in showrooms, what is the initial American reaction to this Dolce Vita icon?

Fiat 500: the technical stuff

The Fiat 500 has been described as adorable, feel-good and even plucky, and it’s no surprise that it’s style is what will make it a winner. But for the more discerning consumer, the cinquecento might just fall short on a couple of fronts. For starts, Autoblog is stating its fuel consumption figures as disappointing, with the 30-38 mpg achieved dropping to just 27-34 if you pick the six-speed self shifter option (these figures refer to the 1.4 Multiair engine).

That’s fine if all you’re interested in is looking good, but let’s say you wanted a slightly bigger car as well. The guys at Autoblog claim that on the American market you can get a Hyandai Elantra, Ford Focus or Chevrolet Cruze with better fuel efficiency. In addition, if some comments comparing the Fiat 500’s potential fate to that of the Smart ForTwo, there’s not much room for positive thinking. Perhaps the small car is still just a bit too small for the US…? I’ve sat in the back of one and let us say it’s sufficient, but not exactly comfortable. And that’s said through European eyes. More after the jump.

Fiat 500: the pricing

Fiat is well ahead on pricing, though, if the American sources are to be believed. A Fiat 500 entry level “Pop” version starts at about 15,995 USD, which is below anything Smart or Mini can provide. A top line model can be somewhere around $19,500 which is still anywhere in the range of $4,000 less than a Mini.

In the meantime, Fiat (Chrysler) dealerships are being ordered to adopt a “no haggling” policy, meaning those selling will have to keep to the sticker price established by company echelons. That move is aimed at keeping the young market interested and involved in a no-stress purchase. It’s also a play to keep the younger generation happy knowing that the other guy driving around in his 500 paid exactly what you did.

And finally: the Fiat 500 is hot… or not?

Beyond the engine technology and pricing issues, remains the design appeal but also the design difficulty of this little number. It ticks plenty of boxes from cute to cool, retro, quirky and even European. But as we mentioned above, it could still be a bit on the tiny side for the US. Jalopnik says:

But cuteness doesn’t always translate, and even when it does it’s not sufficient for U.S. audiences. Dozens of automakers have tried to squeeze this nation of calorically irresponsible drivers behind their wheels, only to meet with indifference or complaints of how hard it is to reach drive-thru windows. Does the 500 have a chance, especially when it looks like a Pixar rendering in metal?

Equally difficult will be convincing the US audience of the quality or at the very least, the technical prowess of the 500. Hopefully the Multiair will help with that, being a pretty impressive piece of kit with some in-proportion power kick included. Will it make it though? As Jalopnik says: “Fiat is selling style in a country that values size in its cars above all else.” In the end, we expect plenty of these will be sold especially considering some of the target markets that will be buying one. It could certainly replace the Mini as the car of choice for young female drivers, for example, or city dwellers wanting something cool.

It looks like the Fiat 500 could be a battle between style and substance on the US market, and the jury’s still out. In Europe though, it seems to be happily continuing its successful drive in the Dolce Vita sunset.

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