Fiat returns to US marketplace

Fiat of Van Nuys was the No. 2 Fiat dealer in the U.S. over the Memorial Day weekend. The Italian auto manufacturer is pinning future in America on its popular Fiat 500 model. (Photo by David Crane/Staff)

A large selection of Fiat 500s line the lot at the Van Nuys dealer. ( Photo by David Crane/Staff)

After disappearing from the American new-car marketplace 28 years ago, Fiat is back with a line of retro-styled, mini-runabouts.

The Italian automaker, in partnership with Chrysler Group LLC, is assembling a nationwide dealer network, with one of the newest stores opening in Van Nuys.

The tiny Fiat 500 seems to be finding its niche in the Los Angeles market, capturing the fancy of potential car buyers like Ian and Eileen Skone-Rees of Studio City.

"It's the right vehicle at the right time," Ian Skone-Rees said Sunday afternoon, while checking out the selection at Fiat of Van Nuys.

"It's cute and it's got a lot of features. They packed a lot ... into a small package."

General Manager Norm Gray said the Van Nuys Boulevard dealership has sold 32 Fiat 500s since it opened in early May, ranking it 14th among the 64 Fiat stores nationwide.

The 500 was introduced in Europe in March 2007 - exactly 50 years after the first Fiat 500 was presented - and in Mexico a year later.

With both the four-cylinder hatchback and convertible models, the suggested retail price ranges from $15,500 to $21,500. Mileage ranges from 30 to 38 mpg depending on the model.

Chrysler has opened eight Fiat dealerships in California, including Fiat of Thousand Oaks and Motor Village of LA

near Staples Center.

Spokesman Ralph Kisiel said the automaker plans to open 10 more in California and nearly 70 more nationwide.

Since the car was introduced in the U.S. in January, Kisiel said, Chrysler has sold 3,141 Fiats.

"Given the fact the (dealership) network is not fully opened I think we're pleased," Kisiel said.

Andy Shaver opened Fiat of Thousand Oaks in mid-April and has sold 35 of the Fiat 500 model.

"We've done terrific business because of the social media and the buzz created by the brand," Shaver said. "We incorporate that into the sales and delivery process and the customers love it."

Fiat had a small but loyal following in the U.S. in the 1970s and '80s, but pulled out of the market after problems with reliability, said Bill Visnic, senior industry analyst at the automotive website Edmunds.com.

That probably won't be the case this time because the 500 is a popular subcompact in Europe.

"They have been in this very competitive segment for a long time and for the most part they hold their own," Visnic said.

And while the the 500 is small, it's actually a comfortable ride for two adults.

"It's a fully developed car. The people who drive it will not feel as if they are in a penalty box or anything like that," he said.

Source: http://www.dailynews.com/news/ci_18218791?source=rss

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