The new B-SUVs to save Fiat
This is mere speculation. But it is my belief that the next Fiat 500X and the Jeep B-SUV will be a big success that will save Fiat market share in Europe. The car hasn’t been unveiled yet and few spy pictures don’t tell anything about its shapes and size. It will be Fiat’s main launch next year in Europe, and both products should be presented in Geneva 2014 (in less than 4 months). But why I believe they’re going to be a complete success in order to help Fiat to rise its market share in Europe? because I’m afraid that the new 500X will hit the market by offering the very first stylish small SUV following what the regular 500 did in 2007. By that time Fiat revolutionized Europe’s city-car market with the launch of the new 500 based on one simple feature: style. People love it, love its details, its personality and many are ready to pay even more money to have one instead of its boring rivals. If Audi, BMW and Mercedes have succeed with the premium formula, and Dacia shines with the low-cost offer, the 500 is the best example of how a small car can become aspirational. A unique and stylish small SUV could become Fiat’s second big hit and save it from losing more market share.
Considering the fact that more and more European drivers now prefer a SUV than a regular car, Fiat could benefit from the 500 positioning and nameplate to promote a bigger and stylish version to catch the new buyers. French market explains quite well this trend. Before the Peugeot 2008 and Renault Captur were launched, French consumers were not really attracted by this kind of cars. Now that they are available in the market, they are helping Renault and Peugeot to rise their market share. However, even if many automakers have launched their B-SUV, there is still room for a stylish one. That’s the role that the Fiat 500X will play. If the 500L can be considered a success, based on its sales figures in Europe, the 500X will benefit from a SUV appeal and at the same time from an even stronger ‘look and feel’ relation with the regular 500. This success will be accompanied by the Jeep B-SUV that will be the ideal choice for those looking for a small but a real SUV. For now we will have to wait some months to see the new-born (they are expected to be presented in Geneva 2014). But if they follow the 500 values and Fiat position them in the right way, I’m sure the company will experience almost the same success that still has the city-car, but charging much more money for it.