Chrysler Dealers Asked to Experience Fiat

As the return of Italian brand Fiat to the US approaches, both Fiat and Chrysler are doing their best to popularize the first model to reach US shores, the 500. In an attempt to make both the car and the Italian philosophy known to the future dealer network, Chrysler invited 600 of its retailers to a special event to be held on August 30.

Called Fiat Experience, the presentation will take place in Detroit. The 600 dealers who have been invited are part of the 119 markets identified by Fiat in the US as having the most potential for the sales of the 500.

Whether they have been invited to the event or not, all Chrysler dealers interested in selling the 500 model can submit their applications until September 22. Fiat will announce the retail network soon after that.

“The requirements for Fiat are straightforward: separate sales and display at launch, transitioning to a full dealership facility as the volume grows,” Peter Grady, Chrysler Vice President of Network Development and Fleet said in a statement. “Our goal is to establish a retail network appropriately sized to serve the market opportunity.”

This is the second move made by Fiat to promote the 500. The first one, which came in the shape of the Fiat 500 Prima Edizione, targets the future customers of the Italian brand. Available in Bianco, Rosso and Grigio, the special edition will be built in 500 units and will become the first Fiat to roll its wheels on US soil this year.

All special edition models will be fitted with a manual transmission, paired to the 1.4l MultiAir four-cylinder engine.