Alexandre
Fiatwhich remains the Stellantis Group's No. 1 brand, sells cars in over 40 countries. However, after several years of record growth, 2024 could mark a turning point for the Italian brand. The first warning sign is the drop in registrations in several key countries in the first nine months of 2024. Fiat, which until now had capitalized on solid markets such as Europe, South America and the Africa-Middle East region, is beginning to see these foundations eroded.
Contrasting figures by country
At the beginning of the year, Fiat again posted impressive results for 2023 with 1.35 million vehicles sold1.2 million in 2022. This increase was mainly due to Europe and South America, with markets such as Brazil and Italy topping the list. However, figures for 2024 show a downward trend in most countries.
Brazil: A solid bastion
Brazil remains Fiat's most dynamic market, with growth of 8.89 1TP3Q in the first nine months of 2024. This country represents a crucial pillar for the brand, with 370,231 vehicles registered, making it a key market keeping Fiat afloat within the Stellantis Group. However, this performance is not enough to compensate for declines elsewhere.
Italy: A worrying decline in the country of birth
In Italy, the brand's historic birthplace, registration figures show a 9.87 1TP3Q decline. over the same period. Although Fiat remains the sales leader in its home country, the rise of rival brands such as Toyota and Dacia is threatening this dominance. Indeed, Italians seem increasingly attracted by foreign alternatives, a worrying sign for Fiat's future in its home market.
Turkey: A drastic fall
The Turkish market, another historical pillar for Fiat with production of the Tipo (marketed under the name Egea), recorded a spectacular drop of 28.32 %. This setback highlights the challenges facing Fiat in this region, where aging models and a lack of new products are weighing heavily on results.
Germany and France: A moderate decline
Germany and France, two key markets in Europe, saw respective declines of 16.18 % and 8.57 %. in the first nine months of 2024. Although less drastic than in Turkey, this decrease is in line with a general trend of slowing sales in Europe, a continent that is nonetheless vital to the brand.
Reasons for regression
Several factors explain this decline. The gradual discontinuation of combustion-powered models such as the Fiat 500 and the absence of a new Tipo are affecting sales. In addition, the late launch of the Fiat 600, which replaces the Fiat 500X, has left a gap in the range, affecting registrations in several countries. Add to this the commercial failure of the 500th in 2024 with historically low production.
A recovery plan already underway
Despite these mixed results, Fiat remains confident about the future and has announced ambitious plans for the coming years. Fiat CEO Olivier François said earlier this year: "We are ready for 2024. Soon, a new stage of our brand will see the light of day, synonymous with ingenuity, Italianness and globality." This statement refers to the expected launch of the new Fiat Panda in July 2024, as well as other strategic novelties.
Fiat commits to launch a new model every year until 2027 with a reminder:
- 2023 : Fiat Topolino / Fiat 600 B-SUV
- 2024 Fiat Grande Panda
- 2025 : Fiat Multipla (UV5) C-SUV + new Fiat 500 hybrid
- 2026 : Fiat Tipo (F2U/F2X) B-SUV
These new products should revitalize the brand and help Fiat regain momentum in international markets.
Fiat's figures for the third quarter of 2024 reveal a slight overall reduction of 3.39 % compared with 2023. This regression, while worrying, does not alter Fiat's status as Stellantis' No. 1 brand. However, the warning signs are clear, particularly in key markets such as Italy and Turkey. Fiat is counting on its new models to regain ground and maintain its global leadership in the years ahead.
I didn't know that Fiat was 1st in the stellantis group, ahead of Peugeot! I find the models sold in South America not bad at all! They would find takers in Europe!
I totally agree with you, on my return from a trip to Brazil I saw a lot of Fiat models that we don't know about! I have moreover flacher on the pick-up Toro, I have a Stelvio and if this pick-up had been marketed in France, I would have well made the exchange, Namely after information taken near a dealer Fiat, impossible to have these models in Europe, not approved for the European market 😡😡
So he'd like to make the next Tipo an SUV? Based on PSAvares junk, of course...
Another huge flop...
You can look at the images of Citroën's Basalt concept to get an idea of the horror... I really don't know if the styling center can make up for it.
Exactly
Speaking of the Tipo (not Cross), Fiat France has decided to offer it again, but in a 4-door version, since sedans with trunks are not very popular in France. It's obviously the hatchback version that should go on sale! As for the Panda, I think it will help to combat the "low-cost" models with its attractive price and successful design, but the engines and the general atmosphere of permanent conflict with the government don't help. Fortunately, the 500 ibrida/Torino is on its way, and we can look forward to the return of more choice with the first truly limited Giorgio Armani series. Is this the anticipated effect of Olivier François taking over at the helm of Stellantis? I'm already hoping for the same limited series on the 600.
With no new products and such a limited range in Europe, it's hardly surprising.
Looking at the Brazilian range, I find it hard to understand Fiat's European strategy in Europe, but then, the competition here is different.
It's a pity they didn't plan for the 500e to be an internal combustion model from the outset, but having a strategy in Europe with this imposed switch to electric is no easy task.
Who knows where sales of the 600 and Ypsilon thermics stand?
It's hard to understand, they're bringing out the 4-door tipo in diesel only, while the 5-door Cross is no longer available, another great stellantis.