Alexandre
Fiat concludes November 2024 with a mixed picture. Although the Italian automaker has managed to keep its head above water thanks to the Brazilian market, its performance elsewhere, particularly in Europe and Turkey, continues to disappoint. Taking into account the top 5 countries, the figures show an overall decline of 4.24 % over the first 11 months of the year, a far more worrying situation without Brazil's essential contribution, down 20 %!
Brazil, the pillar of salvation
With 48,959 registrations in November, the Brazilian market remains Fiat's main driving force. With an increase of 9.90 % over 2023, this country now accounts for more than 60 % of the automaker's worldwide sales. Models such as the Pulse and Fastback appeal to a Brazilian public always keen on Fiat's offerings, not to mention the Mobi, which recently exceeded 600,000 units produced.
Italy: a love story that turns tragic
In its home market, Fiat is struggling to find its second wind. In November, registrations totaled only 8,794 units, bringing the year-to-date decline to 16.12 %. Italians, once fervent supporters of the brand, seem to be turning more and more to alternatives such as Toyota and Dacia. The current range, dominated by the increasingly successful electric Fiat 500 and the lukewarm-starting Fiat 600, is struggling to win over customers.
Turkey: continued erosion
In Turkey, the situation borders on the dramatic. Fiat recorded a decline of 26.23 % since January. Despite a slight upturn in November, with 9,194 units registered in November 2024, the automaker is suffering from the lack of renewal of flagship models such as the Tipo. This model has been produced here since 2016, but it's clear that it's reaching the end of its cycle.
Germany: the end of the dolce vita
The German market, 4th best for Fiat, down 21.02 % since Januarywith just 3,064 registrations in November. This decline is part of a wider trend in which Fiat is struggling to appeal to a demanding public. Electric models, such as the Fiat 500e, have not been as successful as expected since the end of government subsidies.
France: face-saving Tipo relaunch?
In France, Fiat posts year-to-date decline of 15.31 %with 1,702 registrations in November. This decline, although less pronounced than in Germany, also reflects the limitations of the current range. Fiat has attempted to boost sales by putting the Tipo diesel back in the catalog a few months ago.
New products eagerly awaited
November's figures confirm an alarming fact: Without Brazil, Fiat's worldwide decline would be close to 20 %. This imbalance highlights the urgent need to diversify our successes. The new Grande Panda, expected in dealerships in early 2025, is a source of hope, but Fiat will have to wait a little longer to see the effects on sales. The new Fiat 500 electric thermal hybrids are not expected until the second half of 2025. And while Fiat will introduce a new model, either a Giga Panda or a Fast Back SUV in 2026, it won't arrive until 2026.
For 2025, Fiat needs to strengthen its product strategy, offering a balanced range of electric and combustion-hybrid cars at competitive prices. The situation is becoming urgent. U.S. gamble still doesn't workand Brazil won't be able to support it forever. sales of Stellantis' 1st brand.
If volume is to be restored, Fiat urgently needs to reintroduce the Tipo hatchback as a hybrid, but no more expensive than in Italy, where it costs 25,000 euros, and not in the Cross version. It has to be considerably cheaper than Toyota. If possible, revise the gearbox to make it more responsive. At least until the crossover coupé arrives in dealerships.
Oh my god, you are daydreaming again. In Germany dealers are trying to clear leftover inventory of Tipo hybrids at 19k € and still nobody is buying them. The diesel at least makes sense as there is no expensive hybrid battery that could die while this unmarketable vehicle is stuck in storage.
Like the other Italian brands in the Stellantis group, Fiat is in poor health.
It's a legacy of the Marchionne/Elkann duo who underinvested in Europe from 2012 onwards.
This calamitous record is partly concealed by fine sales results on the Brazilian and Turkish markets, which in recent years have generated almost 700,000 annual sales: Fiat sells rustic models there, which are largely depreciated, affordable and perfectly adapted to the specific features of these two markets.
In Europe, the brand's decline has been very pronounced and constant for over a decade, with an acceleration in the rate of decline recently (particularly in the Italian market, which is very worrying), to the point where market share in Europe is falling towards 2.5%, which is very low.
The Marchionne/Elkann duo have shown their worth by not replacing the Punto (the B segment being one of the most important in Europe), by withdrawing from the C segment (late arrival of the Tipo with lesser performance), by monoculturing the 500 (with a new generation available since 2020 only in electric version and at excessive prices)...
It will be difficult to win back customers who have long since gone to the competition.
The new B Suv la 600 and, even more so, the Grande Panda program and its two Suv and Suv coupé derivatives should provide a fresh start.
Unfortunately, this new family of models is based on the Smart Car platform (derived from the Cmp and eCmp), which underwent a chaotic development process that delayed the technical development and marketing of the Citroën C3 and C3 Aircross, as well as the Grande Panda.