Scrappy Italian brand Fiat has risen from the proverbial ashes once again. Launched way back in 1899, Fiat established itself in the US in 1908 and has weathered storms through the two world wars, twice departing the American market to regroup. Now a subsidiary of auto conglomerate Stellantis, which also owns brands such as Jeep, Dodge, Chrysler, Ram, Maserati, and Alfa Romeo, Fiat is finding its footing with an expansion of its small-car lineup. Only this time, it’s as an EV manufacturer.
Lavishly festooned with design elements from luxury brands Giorgio Armani, Kartell, and Bulgari, the 500e models on display were intentionally set up to lay out the brand’s direction and pricing structure.that making small electric cars affordable is a challenge, but he’s tapping into all the resources of its parent company to leverage experience and manufacturing synergies.
Fiat called the 500e “irresistibly cool, small and Italian” and a “fashion accessory” in its November 17, indicating the automaker’s branding strategy. Combining the electrification trend with fashion is a bet the brand can win, especially in Europe where small cars are more common. However, in the US, where consumers have been in the middle of a love affair, these vehicles represent a welcome step in the other direction—if people can be convinced to buy them.
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