Fiat 500e: the sauce still doesn't take in the USA, here's why

Almost a year ago, we brought you announced the return of the electric Fiat 500 to the American market. The launch was accompanied by a hopeful question: this time, would the Fiat 500e finally conquer the hearts of Americans? Unfortunately, the answer seems increasingly clear: the little Italian city car is still struggling to find its place on the other side of the Atlantic.

Initial enthusiasm quickly dispelled

When Fiat announced the return of the 500e in the United States, the brand seemed determined to capitalize on the booming electric vehicle market. The first signs were encouraging: the first promotional video posted on YouTube quickly reached 170,000 views, suggesting a certain interest in the new iteration of this icon of Italian design.

However, the initial enthusiasm soon faded. The following videos, ten in all, failed to capture the public's attention, painstakingly accumulating a few thousand views each. Proof that curiosity about the 500th is fading fast.

Disappointing sales figures

Initial optimism has also been dampened by sales figures. According to GoodCarBadCar, only 470 units of the Fiat 500e were registered in the United States since the start of 2024. A result well below expectations, especially considering Fiat's initial ambitions, which were to sell around 10,000 units a year.

What's more, the American website Cars.com, which lists new and used cars for sale, currently displays 618 new Fiat 500e waiting for owners. This large inventory is another indicator that demand for the little electric city car is far from being there. On reddit, one owner testifies, "The dealer seems to have no idea when the car will arrive at the dealership. I feel like I'm the only one ordering the 500e."

Problematic price positioning

So why isn't the Fiat 500e appealing to American consumers? The main obstacle seems to be, once again, the price. With a starting price of 32,500 $ (and up to 36,000 $ for the version tested by the Wired website), the 500e competes directly with more spacious models offering greater rangeThese include the Nissan Leaf, Hyundai Kona Electric and Tesla Model 3. Although the 500e stands out for its charm and unique design, these assets are not enough to compensate for its high price tag.

An American tester, owner of a combustion Fiat 500, highlights this dilemma in his article for Wired: "The Fiat 500e is too expensive, but we're sorely lacking in choice in the U.S., especially for small, stylish electric cars." He also laments the absence of certain options, such as the yellow color, reflecting an offering that doesn't fully meet consumer expectations.

An uncertain future for the 500th in the United States

In the end, it seems that the Fiat 500e suffers from the same ills that plagued its first attempt on the American market in 2013 A lack of competitiveness in terms of performance and price. While Fiat had hoped that the new-generation 500e would finally break through in the United States, the reality of the market is more complex. Despite its undeniable qualities and irresistible allure, the little Italian is struggling to convince in a country where larger, more powerful and more affordable cars dominate.

Fiat may have to rethink its strategy and ambitions if it really wants to make its mark on the American market. Perhaps with the evolution of the 500 electric expected for 2025 / 2026 ? Because for the moment, the sauce still doesn't take.