A Whole New Way to Look at Fiat?

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Fiat has a problem.

Sales in the United States continue to fall as American car shoppers fail to recognize Fiat’s value proposition. Either that, or the marginal reviews of Fiat’s cars to this point have turned buyers off the brand.

Sales so far for the year are down over 16 percent from last year.

Fiat has some great things going for it now, though, including the 500X mini crossover and the 124 Spider roadster.

To help change how Americans perceive the Fiat brand, FCA has launched a series of video ads aimed at giving U.S. shoppers a “Whole New Way to Look at Fiat.” The ads feature innovative camera techniques, but will that be enough to convince people to put Fiat on their lists?

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Fiat 500: The Least Popular Car in America?

2016 Fiat 500

When the price of gas was getting close to $5 per gallon, Americans clamored for small, economical European cars such as the Fiat 500.

Fiat obliged after taking over Chrysler, and not only did it bring the 500 to U.S. shores, but it brought an entire family of 500-based cars including the 500L and 500X. Americans should have been thrilled. We should have flocked to our local Fiat dealerships and begged them to take our money.

That didn’t happen. Instead, dealers have struggled to even get the car in front of people, which has put the 500 among the slowest-selling vehicles in America. What happened? How did Fiat go from a desirable foreign brand to being shunned on dealer lots?

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Buy FIAT, or Buy Used?

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“It’s an ugly little thing, isn’t it?”

The FIAT 500L was stopped at a light, one car length ahead, in the lane next to us. My wife, an aficionado of sexy car design, thinks the standard 500 is somewhat cute, but finds the 500L to be a disproportioned beast not unlike a freakishly large baby hippopotamus.

The 500L is a bit of a misnomer, since it’s supposed to be the “big” version of a tiny car. The result is a car that isn’t big but isn’t tiny and ended up caught somewhere in the middle. It’s really quite an unfortunate sight.

When the new 500X hits the streets later this year, I’m wondering if FIAT will finally have its sales superstar or just another marginally popular niche vehicle.

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