Alexandre
Fiat, the number 1 Stellantis brand, is still the group's volume leaderBut 2024 reveals some interesting and contrasting trends around the world. While Stellantis will not reveal the official figures until February 2025, we bring you an exclusive look at Fiat sales in some of the major consumer countries Brazil, Italy, Turkey, Germany, France and the UK. Figures for passenger cars only.
| Country | Sales 2023 | Sales 2024 | Evolution % |
|---|---|---|---|
| Brazil | 475527 | 521184 | 9.6 % |
| Italy | 174587 | 143814 | -17 % |
| Turkey | 125348 | 94737 | -24 % |
| Germany | 76535 | 57561 | -24 % |
| France | 40336 | 32183 | -20 % |
| United Kingdom | 16598 | 14253 | -14 % |
Solid performance in Brazil
Brazil remains Fiat's undisputed sales leaderwith an estimated total of 521,184 units in 2024. impressive growth of 9.6 % compared with 2023. This momentum is underpinned by sustained demand, particularly in popular segments such as Fiat Mobi, Argo, Fastback, Pusle, Toro... models that appeal to Brazilian consumers.
Italy saved by the Fiat Panda
In Europe, on the other hand, the situation is far more nuanced. Italy, the birthplace of Fiat, recorded a year-on-year drop of -17.6 %with just 143,814 registrations in 2024. The Fiat Panda, the brand's flagship model, remains the main sales driverrepresenting 70 % of the automaker's total sales in Italy. However, this model is not enough to offset the sharp declines observed for other vehicles, such as the electric Fiat 500, deemed too expensive for most customers. Sales collapsed in the second quarter of 2024 (see graph below).
Declines in the rest of Europe
Results in Turkey, Germany, France and the UK give cause for concern. In Turkey, sales fell by 24.4 %, while in Germany and France, the declines were 24.8 % and 20.2 % respectively. The United Kingdom was not spared, with a decline of -14.1 %. These results show that the Fiat brand is struggling to maintain its appeal in certain European markets, despite the introduction of new models such as the Fiat 600, which does not seem to be enjoying the same success as the 500X.
Fiat has lost its price competitiveness
One of the main reasons for this decline in Europe is price. The electric Fiat 500, is priced too high by many consumers, and the Fiat 600, another new model, fails to match the sales of the old 500X. By way of comparison, a 500X was sold in 2018 from €18,990, while a 600 hybrid is now sold from €24,900. That's €6,000 more.
It is clear that Fiat must react to this situation, in particular by launching the electric and hybrid Grande Panda at competitive pricesto revive momentum on the Old Continent. We also expect the 500 electric and hybrid models to be well-priced by the end of 2025. Remember the slogan "there's less, but it's more".
Fiat saved by South America
Taking all the above countries into account, Fiat is forecasting a drop of 5 % in 2024, mainly due to a decline in sales in Europe. Without Brazilthe situation would be even more dramatic, with an estimated decline of -20 %. It is therefore more than urgent for Fiat to turn things around in Europe, with more affordable electrified vehicles and a better response to local market expectations. See you on February 26, 2025, when Stellantis is due to present the Group's figures.
Stop taking Europeans for pigeons. Everyone knows that if Europe had the same range as Brazil, Fiat would be number one in Europe.
With globalization, the average Fiat customer has the same requirements everywhere: a car that's attractive, reliable, easy to use and repair, and above all affordable.
Whether at Fiat or elsewhere, the current ranges, made up for the most part of hybrid and electric SUVs, just don't cut it. Too expensive, too heavy, too many expensive, useless and unreliable features. Nobody wants them....If Fiat, Alfa ...were to offer models other than SUVs, that were cheaper, simple and reliable, they would explode in sales.
It would be a win-win situation, but hey, they keep focusing on an elitist market with high margins, but they're all wrong. The customer alone will decide, volumes will fall, factories will close and the Chinese will win.
It's time to come down to earth. In Europe, Fiat has a market share of just 2.5% and has to navigate around 15th place in the brand rankings. Passing VW, Toyota, the 3 German premium brands, Skoda, Renault, Peugeot, the 2 Korean brands, Dacia, the Stellantis cousins Opel and Citroën, it's time to forget.
Fiat has become a marginal player, losing much of its credibility and reputation in Europe.
Fiat cars are supposed to be affordable. But recent models like the Fiat 500e and 600 are expensive, with sales of the Tipo halted and then relaunched, and the Punto never replaced. We don't know where Fiat is going in Europe, except with the Panda and Grande Panda, and the new version of the Fiat 500, which will arrive very late with a hybrid engine.
There are plenty of models in Brazil, and they work. Why aren't some of these models sold in Europe?
The Fiat models marketed in Brazil are of old design and are unable to meet European safety and energy efficiency standards.
That's why there can be no "Europeanized" Brazilian models.
Brazilian consumers' expectations are different from those in Europe: while there is a demand for small vehicles in the A and B segments, there is also a significant demand for pick-ups of all sizes (whereas Europe ignores this type of model), and Fiat offers a complete and competitive range of this type of vehicle.
Europe needs more cheap cars like Dacia. Why Fiat doesn't do the same as in brasil here in europe?