Fiat 500 US Market

All the complaining on the FIAT USA Facebook page makes me shake my head, laugh, and feel a little sadness all at the same time.

 

Yes, it's a shame that some dealers actually have Prima Edizione cars waiting, but can't legally sell them to customers because they don't have state licenses yet.

In retrospect, it appears the Prima Edizione publicity stunt was overly ambitious and unrealistic for an emerging brand.

It would make sense for an established marque to do this, as Ducati did back in 2000, when it offered the entire production run of MH900s to the first people to respond to an Internet offer (back in the days of dial-up modems!)

Using the general public (even the enthusiast public) as your brand ambassadors is cheap but risky - when you bank on people passing a warm fuzzy feeling around on your behalf, it's best to avoid scenarios where you inadvertantly taunt them by withholding their new car. There is a LOT of frustration evident on that Facebook page.

 

I've been saying that since they started their internet campaign. To me, whoever is running the show hasn't a clue.

The car may be great but the people running the intro are totally inept. I can't imagine a worse campaign being run on a new car maker to the US. The people at Mini are laughing their a$$es off now.

 

Your comments couldn't be summed up better by these quotes from the Facebook page:

"The whole experience is a disaster compared to the experience with Smart and Mini that i ordered."

"There is no excuse for messages like Alan's (and many others) when Smart and MINI were able to accomplish a similar introduction already."

"When you walk into Beverly Hills Benz and ask for Smart, they will direct you to a Smart specialist. Not a AMG nor a Maybach specialist. Same with MINI. But at Motor Village LA, apparently non-Fiat specialists will try to sell you a Fiat even though they have no clue about the Fiat 500."

"Took the day off today after being invited to a party to pick up my new car in Fremont. Found out last minute (today) after taking the day off that my car was not on the truck. 6 cars missing. Hope this is not an omen?"

"I was invited to that party too but same thing happened. They dont have my car."

"we were told to come today to pick up the car only to find out as we were on our way up that no it didn't arrive."

 

the 500 is cute, certainly the iteration I recently drove. I agree w/ others on the sloppy shifter. Naturally I wanted more power, but given it's intended use I suppose it's ok. It's been a while since I've been in a 500 but it's quite narrow or perhaps the occupants have gotten a little wider!

 

I have a friend who bought a new Mini Cooper in 2004. It's got 120K miles on it and just blew up the power steering -- about $2200 in damage.

He wants to buy another new car instead of pouring more into it.

So, he asks me (he knows I'm a car guy and he bought his Mini after I bought mine) what he should buy this time.

I told him that the new Fiat is coming out and he should at least look at it.

His response "you have to be joking!". He thinks he's going to buy another Mini because he liked it so much. But, the idea of even looking a Fiat was something mind blowing to him.

THAT'S the problem that Fiat has. The competition is really good and Fiat's reputation is not stellar. If I were Fiat, I'd be attacking this FIRST with long term durability tests and outstanding dealer training that can be demonstrated to the public.

What I would NOT be doing is launching websites that are incomplete or don't work, telling people their cars will be ready and not have them show up, and appear to be more interested about a guy with 90 Fiats in his garage than trying to attract Mini and Golf owners away from their machines.

"Style" only goes so far. That's been their pitch to this point. NOTHING Fiat has said in the introduction of the 500 indicates they have learned from their lessons that forced them to leave the market in the 80's. "Style" was NEVER Fiat's problem. Reliability and durability was.

Until Fiat gets over that image in the US market, they are going to have a problem launching this brand. So, I say it once again... the people running this campaign haven't the slightest idea what's important to attract US buyers to their product.

The car may be fantastic and I will certainly look at an Abarth when they FINALLY hit the market (another huge mistake IMO), but the way this car is being introduced leaves me to believe the wrong people are in charge and lessens my interest in recommending one.

 

Can you say 10-year warranty?

Now, who was that again?

Dale

 

Once again... you prove my point.

What GOOD is a 10 year warranty if NOBODY knows about it? I'm pretty knowledgeable about cars and that's the first I've heard of it.

Why doesn't their website even MENTION warranty at all? Why not have a big burst "10 year warranty included! Here's all the details!". You can't even find technical data about the car on their website it's so incomplete. Hp? None. 0- 60 times? None. Weight? None. Maintenance schedule? None. It doesn't even list the MPG!

From this, I'm supposed to want to buy the car? There's more technical information about the Fiat clothing you can buy on the site than the actual car itself.

Secondly, people DON'T CARE if the car has 10 years warranty. Do you know what they want? They want a car that will last 3 years without taking to the dealer every other week. They want dependable transportation that they can rely on. They could care less if the repairs are free because what they don't want is repairs needed in the first place.

That's what's important -- not who will fix it for the guy who is three owners from now.

 

Actually, I was referring to Hyundai. I have not brought one, but I have visited the dealership - twice.

Frankly, I'd buy a Hyundai before a Lexus because (1) I love saving money, and (2) the 10-year warranty.

In that same vein, I'd buy a Ford Focus for $16K before a Fix It Again Tony at any price.

Dale

 

How can this be?

http://cgi.ebay.com/ebaymotors/2012-FIAT-500-POP-NEW-/390298329867?pt=US_Cars_Trucks&hash=item5adf97e30b

http://cgi.ebay.com/ebaymotors/2012-Fiat-500-POP-NEW-/390298397894?pt=US_Cars_Trucks&hash=item5adf98ecc6

http://cgi.ebay.com/ebaymotors/2012-Fiat-500-Prima-Edizione-Sunroof-1-500-Red-Blk-/160560282409?pt=US_Cars_Trucks&hash=item2562237b29

How can there be ordinary cars for sale at a dealer while people are still waiting for their Prima's?

 

Dunno but it's a bit odd.

I got an email from the Salt Lake studio yesterday saying my car is ready. After hearing nothing, nothing, nothing, it's "SURPRISE! You're car is ready! Come get it!"

I think that Ebay ad for the Rosso Prima offers the best pictures yet of the car.

 

Yes, if you look at the Fiat 500 forums, you can see a lot of Prima customers are highly annoyed that dealers have been delivering standard cars to people off the street while the Prima folks are kept waiting.

Fiat obviously has much less control over their Chrysler dealers than they had hoped.

 

US car dealers will be US car dealers...

JD

 

latest JD Power FWIW:

•Mini was at the bottom of the heap this year in the highly regarded study. Land Rover came in last in 2010.


Lets see if Fiat can avoid this distinction....

 

I canceled my order today. I was told by the lady that over 100 Prima Orders were canceled. I wanted to lease. They no Leassy....

 

That's weird. I wonder why? Leasing must be offered on the regular 500. Did you ask if you can lease just a plain ol 500?

If 100 primas have been cancelled, that's a pretty bad sign for a new car introduction. This is not an expensive car. You would think that most who signed up pretty much knew what they were getting into.

 

IMHO, for the 500 to survive in the USA, a lot of daddy's are going to have to buy them for their teen daughters instead of Beetles, Minis and Civics.

 

They're going to have to recut the "Numbers" video now, or at least pixellate your face.

 

Watching this carefully, here are my thoughts on the reasons for cancelled Primas:
1) Some don't like the graphite colored dashboard. They wanted the iconic body colored;
2) Some hate the side stripes;
3) Some got frustrated with the delays and lack of information;
4) Some impulse bought and suddenly found they can't afford (yes, believe it or not) and as noted thought they could lease, which may or may not be related to affordability.

Form what I have read, Nobody drove the car and decided they didn't like it. Also, Fiat's official line was the cars are EXPECTED no later than April 30th.

As to anyone predicting the car's faliure, I disagree. It is a great little car. People are already getting real world MPG numbers of 40+ highway, and they love the car.

Old, young, male, female are buying. Sounds more like a hit than miss.

 

Agree. Looking forward to getting mine, but I'm not in a hurry.

 

Fiat is in a similar situation that Japanese or the Korean manufacturers were years ago. They have to offer some type of guarantee and then produce a quality product. I am not sure that could happen though, I have seen very few Italian product with a exceptional guarantee.

 

Maybe they realized that there is not going to be a premium on these cars and they can't make any money off of reselling it on ebay.

 

Maybe. There are some people who thought that. Not me.

BTW, the waranty is 3 years, 36,000 miles with free maintenance.

 

No, I think it's worse and I'll tell you why:

1) People generally believe since the mid 70's that Asian car companies make safe, reliable, and dependable transportation. First came the Japanese and next came the Koreans.

2) People generally believe that Asian car companies deliver value for money and therefore, reasonable resale values.

3) People generally believe that Asian car companies give good warranties and good service.

4) A new manufacturer such as Kia or Hyundai are starting with a clean sheet. It's bad to be an unknown but at least it's better than being known as a previous failure with a poor reputation. You start at zero instead of negative 100.

Now, let's look at Fiat -- not the 500 itself but the BRAND.

1) People generally believe that Italian cars are fun but impractical, tempermental, and not reliable.

2) People generally believe that Italian cars are stylish and quirky but not inexpensive to buy, own, or repair.

3) People generally believe that Fiat means "Fix it again Tony" that will be in the shop every week or rust before their eyes. Because of this, resale values are poor.

4) A manufacturer like Fiat with a reputation of poor service and reliability that left the US market because it could not compete starts at a bigger disadvantage than a brand new company nobody heard of.


These are just realities that Fiat faces. This is why I believe the people who are running the show are making a huge mistake not in addressing these negative perceptions of Fiat in the US market. For them to attract enough buyers, they have to turn a lot of negatives into positives.

I think they believe that because the car has sold so well in Europe, they have the winning formula. But, it's been proven time after time that what works in Europe does not always translate across the Atlantic. America is the toughest market to compete in. We ask the most for our loyalty.

So far, Fiat's message is all "style" and "fun". Well, that's correct. That's what Italian cars mean to most people. But, in today's world when you're buying a basic car for transportation, you DEMAND reliablity, dependability, quality, and good resale also.

I believe there is a market for the 500. The Mini has shown that people do want style, personality and driving fun in their small cars -- and will pay a premium for it. But, Fiat has to get over it's negatives before a lot of people will make that leap.

They need to start NOW, not a year from now. Honestly, they should have started a several months ago in getting out this message and be pounding it out today. I hope it's not too late.

 

Honesty I was more interested in a short term commitment and The lease would have been fantastic. I was figuring a lease figure around 300 a month and keep it for a little over 2 years. Then not worry about resale value and get the Abarth or something else perhaps... I think for a purchase its about 5000 over priced. The as delivered price was 20,350 with the moon-roof package plus TT&L and the Local Dealer is installing expensive lo-jack systems that they are marking up. SO your starting to approach the 24000 mark for a car that sells for 14,000 in Europe and has a 6speed instead of a 5 speed...