Last year, Fiat brand posted its second lowest market share in its history in Italy. According to the data for passenger cars registrations, the maker from Turin made up 15% of the volume in Italy in 2020, or 0.38 points higher than the all time low that was reached in 2019. In that year, Fiat’s market share stayed at 14.6%.
Although there was an increase compared to the previous year, the results show a sad reality especially when looking at the figures back in the 80’s. Fiat is now reduced to very few models and the competition is stronger than ever. At the same time, consumers in Italy follow their European fellows in the SUV boom, and are “forced” to leave Fiat because of the lack of choices in this important segment.
The main problem is the role of Fiat brand within FCA group (now Stellantis). The management has chosen Jeep as the brand to make use of the SUV boom, leaving the rest of brands with a very poor lineup of SUVs. Along with Dacia, Fiat is the only European brand to count on only one SUV in its range. Even DS, Cupra or Jaguar have more than one SUV model. You just can’t grow without the help of a SUV.
In addition to this, Fiat abandoned the low profitable but volume-important B-Segment, when it discontinued the Fiat Punto without a successor. The B-Segment is Europe’s largest by volume (SUV segment split by subsegments) with 2.23 million units registered in 2020, or 18.7% market share. It was followed by the C-Segment (17.5% market share) and C-SUV (16.5%). In countries like Italy, these cars counted for 22.2% of all registrations in 2020.
Based on this sad reality, will Stellantis leave the things as they are? will Tavares work on a more dynamic and fresh lineup for Fiat? or will Fiat continue to focus on the 500 and become a “popular-niche” brand? based on Tavares latest management appointments, it seems that very few is due to change, and that’s not good news, because Fiat needs a resurrection, and it starts from the people managing it.
Source: UNRAE, ANFIA, KBA, CCFA, FGW