After pulling out of the American market in the early 1990s due to poor sales, Fiat staged a comeback in 2011. Despite grand expectations, a number of analysts are questioning the flagship brand's long-term viability in the U.S.
Fiat is marking its 120th anniversary with a pint-sized concept car appropriately dubbed the Centoventi, or 120 in Italian.
"You look at Fiat's monthly sales numbers and they're stark," said Karl Brauer, an editor and analyst at Kelley Blue Book. "I don't know what Fiat can do to transform itself ... into a brand that people would be interested in," said Brauer. Power's latest study wasn't entirely bleak. The original Fiat 500 scored at the top of the limited"City Car" segment. That's a group of models that, on the whole, suffered from an unusually high number of quality and reliability issues.
The push into electrification is a particularly big challenge for the brand. The underlying powertrain technology is so expensive that when the first version of the 500e debuted in 2013, Marchionne only half-jokingly asked motorists not to buy it because,"We will lose $10,000 per vehicle. Doing that on a large scale would be industrial masochism."
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