Photo: Fiat
Often times, a car will spell success on paper only to flop completely in the real world. Fiat had huge ambitions with the little Cinquecento for the US market - 6,000 units sold every month. The figure seems a bit to ambitious given how unusual the car is for the market, so it might seem natural to take things slow and lover expectations.
But Fiat USA’s top execs aren’t blaming the car itself for the lack of sales, as they are instead focused on the marketing side.
"I don't think we have a car problem; people love the car," Fiat chief marketing officer Oliver Francois told Advertising Age. "I think we have an awareness problem."
Fiat has terminated its agreement with the Impatto advertising agency, a company that previously employed Laura Soave, the current Fiat North America CEO.
Setting the advertising part aside, Fiat has sold just over 11,000 units of the 500 so far, of which 3,106 were in August alone. This is a new segment in the market, and people need time to get used to these small cars first.
"I don't think we have a car problem; people love the car," Fiat chief marketing officer Oliver Francois told Advertising Age. "I think we have an awareness problem."
Fiat has terminated its agreement with the Impatto advertising agency, a company that previously employed Laura Soave, the current Fiat North America CEO.
Setting the advertising part aside, Fiat has sold just over 11,000 units of the 500 so far, of which 3,106 were in August alone. This is a new segment in the market, and people need time to get used to these small cars first.
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