January to September 2025, Fiat sold just over 661,000 cars worldwide, a slight decline of -2 % on the previous year. But a closer look at the breakdown by country reveals a surprise: Italy is by far no longer Fiat's biggest market.
Brazil, Fiat's promised land
Brazil is the Italian brand's strongest market. With 384,639 registrations in nine months, Fiat is quite simply hegemonic there. To give an idea of the gap, this represents more than three times the sales achieved in Italy over the same period. This dominance can be explained by a range adapted to local needs and a well-established industrial presence.
Italy in the background
In its domestic market, Fiat remains a major player, of course, but volumes are nowhere near those in Latin America. Between January and September 2025, 112,119 registrations were recorded in Italy, down -6 % on 2024.
The good news is that the Fiat Grande Panda is beginning to change all that. In September, it went straight into the top 10 of Italian sales with 2,526 units, even though it was not yet in the top 50 at the beginning of the summer. Coupled with the "classic" Panda and the 600, it offers a breath of fresh air in the catalog.
Strong growth in Argentina
Another surprise is Argentina: despite a complex automotive market, Fiat sold 62,766 cars there in the first nine months of 2025, up a spectacular +81 %. This growth makes the country a strategic pillar for the brand, even before the arrival of the Grande Panda scheduled for 2026 in this market.
Other contrasting markets
- Turkey: 52,385 registrations, but down -25 1Q3.
- Germany and France: around 14,000 units each, with declines close to -45 %. The Fiat 600 fared better in France (+3.6 %), but the 500 suffered (-81 %).
- Spain: 8,033 registrations, dominated by the 600.
- United Kingdom: 8,117 units, down sharply (-34 1TP3Q).
- Japan: 3099 units, stable (-31TP3Q)
- United States: a tiny market for Fiat, with just 1,237 registrations, despite relative growth (+57 1TP3Q).
2026 and 2027: pivotal years
The end of 2025 should confirm the rise of the Grande Panda, now delivered in volume in Europe. But above all, the 2026 calendar promises to be decisive:
- February 2026: arrival first deliveries of the Fiat 500 hybridwhich is eagerly awaited on European markets.
- first half 2026 : presentation of two new SUVsto expand a range that still lacks promising models.
With these new products, Fiat hopes to reverse the trend in its historic markets, and by 2026 and 2027 return to a sales pace more in keeping with its status as an iconic brand in Europe.
| Country | Total Jan-Sept 2025 | Change vs. 2024 |
|---|---|---|
| Brazil | 384 639 | +4 % |
| Italy | 112 119 | -6 % |
| Argentina | 62 766 | +81 % |
| Turkey | 52 385 | -25 % |
| France | 14 408 | -47 % |
| Germany | 14 220 | -46 % |
| Spain | 8 033 | -36 % |
| United Kingdom | 8 117 | -34 % |
| Japan | 3 099 | -3 % |
| United States | 1 237 | +57 % |
| Total | 661 023 | -2 % |
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Worryingly for Fiat, Brazil monthly sales, for the 2nd month in a row (Aug, Sept) are down on 2024. At this rate, there is a small risk Fiat might post a decline for 2025 in Brazil if this doesn't reverse over the last qtr.
Also, i think the figures quoted for Turkey are wrong, they might just be Tipo sales, think total Fiat sales should be 82,638 down 18.2%
Nothing new really. Even before the Chrysler takeover, Fiat's only profitable activities were Brazil, Turkey and SUVs, and this may still be the case.