This new 4.5-meter Fiat SUV could cost €20,000: ‘We’re going to shake up the market’

For several months now, the future Fiat Grizzly is no longer really a mystery. Spotted without camouflage in Morocco, then caught in the middle of a commercial shoot in Italy, and later photographed in its family version—which can seat up to seven passengers—the new SUV from Fiat has already revealed many of its secrets. One detail, however, remains a closely guarded secret: its price. And Fiat has just raised expectations a notch.

In an interview with Coach, Gaetano Thorel, head of Fiat in Europe, made a brief remark that is likely to generate a lot of buzz: «We’re going to shock the market when we reveal the price. » This is a particularly interesting statement since, according to our information, Fiat has been working for several months toward a very aggressive goal: to offer its new family SUV starting at around €20,000 for the base model.

A 4.5-meter «Grizzly» for the price of a much smaller car?

That’s exactly where Fiat could spring a surprise. The Grizzly will be positioned at the top end of the manufacturer’s lineup, which now aims to cover vehicles ranging from 2 to 4.5 meters in length. At nearly 4.5 meters long, this newcomer will compete in the C-segment and will go head-to-head with the Dacia Bigster, among others.

However, Fiat does not seem willing to follow the price increases seen across much of the European auto market. Gaetano Thorel confirms that the Grizzly will be based on the same platform Smart Car that the Fiat Grande Panda. This architecture, which is widely shared within Stellantis, is specifically designed to keep costs under control. The SUV will also be a global model: its development costs are to be spread across several regions, including Europe, North Africa, and Latin America.

The €20,000 figure that has been mentioned for several months is now looking plausible

Last April, we had already revealed that Fiat was aiming for a price of €20,000 or less for its new SUV. A month later, our news continued to point to that same introductory price. Fiat still hasn't officially confirmed this figure. But a statement from the brand's European head seems to confirm this goal. To «shock the market» with a family SUV measuring nearly 4.5 meters, the company will indeed need to set a particularly aggressive price.

The Fiat Grizzly won’t just be relying on its Grande Panda-inspired design to win over buyers. Its balance of size, interior space, and price could become its main selling point. And Fiat will have several tricks up its sleeve. The Grizzly is set to be offered with hybrid and electric powertrains, while the prototypes already spotted have confirmed the existence of a very spacious family-oriented body style. Not to mention the more dynamic Fastback version.

This pricing strategy aligns perfectly with Fiat’s current positioning. The brand wants to return to what it considers its traditional niche: relatively simple, affordable cars produced on a large scale. This is the largest member of this new family, and its name was not chosen at random. Gaetano Thorel explains it with a touch of humor: after the Panda and the Grande Panda, what’s the bear bigger than a panda? The grizzly.