Fiat is currently experiencing contrasting fortunes in different markets. In Europe, the Italian brand is struggling to establish its new Grande Panda, launched a few months ago but suffering from serious production problems at its Serbian plant. As a result, orders are piling up, but deliveries are struggling to keep pace. Meanwhile, on the other side of the Atlantic, Fiat continues to prosper in Latin America thanks to an adapted, locally-produced range that continues to be acclaimed by motorists.
Brazil: the Fiat bastion
It's in Brazil that Fiat posts its best results. Still number 1 in sales volume, the brand continues to grow: +5 % compared with 2024, and +14 % compared with 2023. With over 337,000 registrations in the first eight months of the year, Fiat is well on its way to surpassing the symbolic 500,000-unit mark in 2025 in this country. A remarkable performance that illustrates the brand's undisputed dominance of the Brazilian market.
Italy: the Panda holds its ground
In Europe, it's a different story. In Italy, the Fiat Panda remains unchallenged: in August, it was still number one in sales, with over 4,000 registrations. Over the period January-August 2025, it leads the way with 74,288 units, more than twice as many as the Dacia Sandero (34,506). The Fiat 600 moved up to a respectable 15th place with 16,016 registrations.
The Grande Panda was content with 14th place in August (1,100 registrations), ahead of the Fiat 600 (724), but remained outside the top 50 for the year as a whole. Fiat's overall decline in its domestic market was 10 %, and the Grande Panda will have to regularly exceed 1,000 monthly units if it is to regain its form in the second half of the year.
Argentina: a meteoric rise
While the brand is stagnating in Europe, it is exploding in Argentina. The country has officially become Fiat's third-biggest market, overtaking Turkey. The Fiat Cronos is the second best-selling car there, behind the Toyota Yaris and ahead of the Volkswagen Polo. The Fiat Argo and Fastback also occupy a respectable place in the top 20. Overall, sales there are up 90 % on 2024 and 19 % on 2023. At this rate, Fiat could approach 100,000 units by 2025.
Turkey: the fall continues
Long Fiat's third-largest market, Turkey continues its downward slide. Sales are down 29 % on 2024 and 40 % on 2023. The range is now reduced to three models: the Tipo (Egea locally), the 600 and the 500e. Future Fiat production in Algeria (Grande Panda) and Morocco (Fastback, Orso) could boost the Turkish market, but not in the short term.
Germany: the Fiat 500 surprise
In Germany, Fiat surprised with good results for certain models. In August, the Fiat 500 attracted 929 customers, followed by the Fiat 600 (675 units) and the Grande Panda (256). On the other hand, the Panda, king of the Italian market, struggled to attract customers, selling just 84 units in the same month. Overall, the German market is down 47 % on 2024 and 65 % on 2023.
France: 600 in the lead, but modest volumes
In France, the Fiat 600 leads the way with 2,431 registrations between January and August 2025, closely followed by the Fiat 500 (2,243). But these figures remain modest, and the French market is in sharp decline: -50 % compared with 2024 and -56 % compared with 2023.
Spain: a similar trend
In Spain, Fiat is down 37 % on 2024 and 58 % on 2023. However, the Fiat 600 is doing well there, with 4,317 units since the start of the year, followed by the Panda (1,871) and the 500 (667). The Grande Panda made a timid debut with 358 registrations.
United Kingdom: in freefall
In the UK, sales are collapsing: -33 % vs. 2024, -42 % vs. 2023. In August, Fiat registered just 199 cars. If the trend continues, the UK market will struggle to break the 10,000-unit barrier in 2025. At this rate, more Fiat cars could soon be sold in Japan than in the UK.
Japan: a still unsuitable offering
In Japan, the decline is more contained: -15 % compared with 2024 and -18 % compared with 2023. The brand is banking on the Fiat 600 hybrid, as electric vehicles are not popular in Japan. The Fiat Grande Panda hybrid should arrive in the second half of 2025. The recently launched Fiat 500 hybrid failed to convince: offered only as a manual gearbox, it does not meet local expectations, which are largely focused on automatic gearboxes.
United States: lots of communication, few sales
Finally, in the United States, Fiat spends a lot on communication, but struggles to convince. Between a series of promotional videos with actor Giancarlo Esposito removed due to lack of success, a campaign around the Fiat 500 Giorgio ArmaniThe brand is sparing no effort, with the 500e being compared to the Tesla Cybertruck. However, sales remain low: 1,108 units in the first eight months of the year. Admittedly, growth is spectacular (+195 % vs 2023, +61 % vs 2024), but volumes remain anecdotal. Without a comeback of the Abarth thermal models, it's hard to imagine Fiat making a breakthrough in this market.
A two-speed brand
Please quote italpassion for the reuse of the figures below (especially clubalfa!).
| Country | Registrations January - August 2025 | Evolution |
|---|---|---|
| Brazil | 337393 | 5% |
| Italy | 99793 | -10% |
| Argentina | 56589 | 90% |
| Turkey | 45888 | -29% |
| Germany | 12670 | -47% |
| France | 12589 | -50% |
| Spain | 7588 | -37% |
| United Kingdom | 6766 | -33% |
| Japan | 2466 | -15% |
| United States | 1108 | 61% |
The facts are clear: Fiat is living at two speeds. In Europe, despite the success of the Panda, the brand suffers from a limited range and complicated launches, such as the Grande Panda. In Latin America, however, Fiat remains a key player, supported by a well-adapted local offering and a solid manufacturing base. The contrast is striking, and shows that Fiat's future may well be played out more in São Paulo than in Turin.
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How do you expect to sell Puretech-powered Fiat and Abarth cars with this engine's sulphurous reputation?
Customers aren't stupid, and the internet makes it easier for them to find out what's going on, and the same comment is made over and over again:
"Italian Stellantis with puretech engines are not for me!
It's time to change engines once and for all, and put Italian engines back in, otherwise the downturn will go on and on.
Was Stellantis mit dem Grande Panda treibt ist doch ein Schildbürgerstreich, anstelle die Arbeiter Vorort vernünftig zu bezahlen importiert man Arbeitskräfte, die größere Kosten verursachen. Was kostet es eigentlich, das die Produktion noch nicht, wie erwartet, hochgefahren ist.