Chrysler Dealers Briefed on Fiat Plans

The huge crowd of Chrysler dealers who gathered today at the Detroit Institute of Arts Museum has met, for the first time since the Italian carmaker bought its stake in Chrysler, the Fiat 500 and has been put up to speed with Sergio Marchionne's plans for the US market.

The event was attended by only 400 out of the 600 dealers who were initially invited to take part in what was called the Fiat Experience. The Italian carmaker's head of US operations, Laura Soave, was the one put in charge with the briefing.

According to the plans revealed today, Fiat seeks partners in 165 locations, all in metropolitan areas chosen for their high concentration of small-car registrations. The dealers interested in applying will have until September 22 to do so, with the accepted dealers to be announced at a later date.

Sales of the Fiat 500, the first Fiat to reach the US, will begin later this year, with the Cabrio version to be added in 2011.

The Fiat 500 will be built in Toluca, Mexico and for the American market will be offered with the 1.4l MultiAir engine that will be manufactured in the US.

“The Fiat brand offers our dealers the opportunity to be part of a unique experience,” said Laura Soave.

“Our dealers will be able to interact with a group of individuals that are not part of their current customer base. These are individuals interested in Italian automotive design coupled with fuel efficient technology. Our dealers will be the key point of contact with our customers, and thereby, a crucial part of the success of the Fiat brand.”