{"id":2700,"date":"2019-08-14T23:57:50","date_gmt":"2019-08-15T06:57:50","guid":{"rendered":"https:\/\/blogv2prod.wpenginepowered.com\/blog\/?p=2700"},"modified":"2023-10-11T08:18:37","modified_gmt":"2023-10-11T15:18:37","slug":"farewell-fiat-why-americans-fell-out-of-love-with-the-italian-classic","status":"publish","type":"post","link":"https:\/\/www.carparts.com\/blog\/farewell-fiat-why-americans-fell-out-of-love-with-the-italian-classic\/","title":{"rendered":"Farewell Fiat? Why Americans Fell Out of Love with the Italian Classic"},"content":{"rendered":"<!DOCTYPE html PUBLIC \"-\/\/W3C\/\/DTD HTML 4.0 Transitional\/\/EN\" \"http:\/\/www.w3.org\/TR\/REC-html40\/loose.dtd\">\n<html><body><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span><style>.kadence-column_7c7f05-a6 > .kt-inside-inner-col{border-top-width:0px;border-right-width:0px;border-bottom-width:0px;border-left-width:0px;}.kadence-column_7c7f05-a6 > .kt-inside-inner-col,.kadence-column_7c7f05-a6 > .kt-inside-inner-col:before{border-top-left-radius:0px;border-top-right-radius:0px;border-bottom-right-radius:0px;border-bottom-left-radius:0px;}.kadence-column_7c7f05-a6 > .kt-inside-inner-col{column-gap:var(--global-kb-gap-sm, 1rem);}.kadence-column_7c7f05-a6 > .kt-inside-inner-col{flex-direction:column;}.kadence-column_7c7f05-a6 > .kt-inside-inner-col > .aligncenter{width:100%;}.kadence-column_7c7f05-a6 > .kt-inside-inner-col:before{opacity:0.3;}.kadence-column_7c7f05-a6{position:relative;}@media all and (max-width: 1024px){.kadence-column_7c7f05-a6 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}@media all and (max-width: 767px){.kadence-column_7c7f05-a6 > .kt-inside-inner-col{flex-direction:column;justify-content:center;}}<\/style>\n<div class=\"wp-block-kadence-column inner-column-1 kadence-column_7c7f05-a6 qk-look-widget\"><div class=\"kt-inside-inner-col\">\n<div class=\"wp-block-ultimate-post-row ultp-block-d12850  qk-main-wrap\"><div class=\"ultp-row-wrapper\"><div class=\"ultp-row-content\">\n<div class=\"wp-block-ultimate-post-column ultp-block-33814e\"><div class=\"ultp-column-wrapper\"><style>.wp-block-kadence-advancedheading.kt-adv-heading_a83d18-44, .wp-block-kadence-advancedheading.kt-adv-heading_a83d18-44[data-kb-block=\"kb-adv-heading_a83d18-44\"]{text-align:center;font-size:20px;font-style:normal;}.wp-block-kadence-advancedheading.kt-adv-heading_a83d18-44 mark.kt-highlight, .wp-block-kadence-advancedheading.kt-adv-heading_a83d18-44[data-kb-block=\"kb-adv-heading_a83d18-44\"] mark.kt-highlight{font-family:Inter;font-weight:500;font-style:normal;color:#f76a0c;-webkit-box-decoration-break:clone;box-decoration-break:clone;padding-top:0px;padding-right:0px;padding-bottom:0px;padding-left:0px;}.wp-block-kadence-advancedheading.kt-adv-heading_a83d18-44 img.kb-inline-image, .wp-block-kadence-advancedheading.kt-adv-heading_a83d18-44[data-kb-block=\"kb-adv-heading_a83d18-44\"] img.kb-inline-image{width:150px;vertical-align:baseline;}<\/style>\n<div class=\"kt-adv-heading_a83d18-44 summary-title wp-block-kadence-advancedheading\" data-kb-block=\"kb-adv-heading_a83d18-44\"><span>Summary<\/span><\/div>\n\n\n\n<ul class=\"wp-block-list\"><li>The Fabbrica Italiana Automobili Torino, Fiat is a pioneer in the automotive industry and has a history spanning over 100 years.<\/li><li>The Italian automaker first manufactured vehicles in the US back in 1909. They ceased international operations during World War I and returned to North America after World War II ended with their most popular model, the Fiat 500.<\/li><li>One of the reasons why they fell out of favor is because Fiat cars looked great but were reported to be unreliable.<\/li><li>The electrification of beloved trucks and SUVs in the US also meant the fuel savings from driving a compact car no longer became a strong selling point.<\/li><\/ul>\n<\/div><\/div>\n<\/div><\/div><\/div>\n<\/div><\/div>\n\n\n<p><span style=\"font-weight: 400;\">Over the last five years, Fiat has struggled to combat dropping sales numbers in the US. Rumors of the brand pulling out of the American market may soon become a reality, with Fiat selling 44% fewer units in the past year. Despite offering some of the most affordable cars in the market, why is Fiat struggling to capture the US market?<\/span><\/p>\n<h2>An automotive pioneer<\/h2>\n<p><span style=\"font-weight: 400;\">Even with a history of over 100 years, most Americans know little about the Italian brand. Originally known as Fabbrica Italiana Automobili Torino, Fiat is considered a pioneer in the Italian automotive industry. The car manufacturer made its name after it debuted its first models in racing circles back in the 1900s. Fiat later established itself as a pioneer in the mass production of vehicles.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By 1923, Fiat established the Lingotto factory&mdash;the largest industrialized production facility in Europe at the time. It became the symbol of Fiat&rsquo;s dedication to innovation in car making and assembly. It boasted five floors and a rooftop test track that was ahead of its time.<\/span><\/p>\n<h2>Fiat&rsquo;s first foray into the U.S. market<\/h2>\n<p><span style=\"font-weight: 400;\">The Italian brand first licensed a US plant in Poughkeepsie, New York to manufacture its cars in 1909. They were locally known as the Fiat Automobile Company. At the time, European cars were well received, and Fiat&rsquo;s cars were considered luxury vehicles. They later expanded into building trucks, trams, and commercial vehicles.&nbsp;&nbsp;<\/span><\/p>\n<figure id=\"attachment_2702\" aria-describedby=\"caption-attachment-2702\" style=\"width: 1232px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2702\" src=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/shutterstock_1422462347-1024x683.jpg\" alt=\"\" height=\"822\" width=\"1232\" srcset=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/shutterstock_1422462347-1024x683.jpg 1024w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/shutterstock_1422462347-300x200.jpg 300w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/shutterstock_1422462347-768x512.jpg 768w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/shutterstock_1422462347-600x400.jpg 600w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/shutterstock_1422462347.jpg 2048w\" sizes=\"(max-width: 1232px) 100vw, 1232px\"><figcaption id=\"caption-attachment-2702\" class=\"wp-caption-text\">Fabbrica Italiana Automobili Torino, also known as Fiat, is a pioneer in the Italian automotive industry.<\/figcaption><\/figure>\n<p><span style=\"font-weight: 400;\">Despite their early success, the U.S. factory had to shut down because of World War I. Aside from contributing to the war effort, the company also branched out into other industries like public transport and electricity. Post-war conflict in Italy later forced the automaker to focus on its domestic market and hold off on international operations.<\/span><\/p>\n<h2>Short-lived success stateside<\/h2>\n<p><span style=\"font-weight: 400;\">After World War II ended, Fiat returned to North America with its most popular model&mdash;the Fiat 500. Producing the tiny car made sense post-war because resources were scarce and car manufacturers needed to quickly get back on their feet. The heyday of Fiat&rsquo;s compact, fuel-efficient cars in the US came during a sales boom amid the &lsquo;70s oil crisis.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Unfortunately, this success was short-lived. Fiat cars like the X1\/9 looked great on the road but later proved to be extremely unreliable. They became notorious for overheating and stalling unexpectedly. The manufacturer was quickly plagued with warranty claims for cars that had low mileage. These issues, together with the rising popularity of muscle cars and trucks in the next decade, pushed sales numbers to drop significantly. Fiat eventually pulled out of the US market in 1984.<\/span><\/p>\n<h2>Old habits die hard<\/h2>\n<p><span style=\"font-weight: 400;\">In 2009, the Fiat Group rescued American automaker Chrysler from bankruptcy. With rising gas prices at the time, it seemed like the logical choice to add environmentally-friendly compact cars to Chrysler&rsquo;s roster. But despite the Fiat 500 being awarded the 2009 &ldquo;World Car Design of the Year&rdquo; at the New York Auto Show, the brand failed to make an impression on American car buyers when it was reintroduced in 2011.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It all boiled down to simple economics. The demand for small cars just wasn&rsquo;t as strong as other segments. People weren&rsquo;t looking to buy small cars, regardless of how cheap or economical they may be. American drivers continue to be obsessed with large vehicles. In fact, over 70% of new car sales are dominated by trucks and SUVs. <\/span><b>&nbsp;<\/b><\/p>\n<figure id=\"attachment_2703\" aria-describedby=\"caption-attachment-2703\" style=\"width: 1224px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-2703\" src=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/man-attending-a-fiat-showcase-with-his-car-1024x696.jpg\" alt=\"\" height=\"832\" width=\"1224\" srcset=\"https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/man-attending-a-fiat-showcase-with-his-car.jpg 1024w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/man-attending-a-fiat-showcase-with-his-car-300x204.jpg 300w, https:\/\/www.carparts.com\/blog\/wp-content\/uploads\/2019\/08\/man-attending-a-fiat-showcase-with-his-car-768x522.jpg 768w\" sizes=\"(max-width: 1224px) 100vw, 1224px\"><figcaption id=\"caption-attachment-2703\" class=\"wp-caption-text\">Fiat failed to make an impression in America even after Fiat 500 was named &ldquo;World Car Design of the Year&rdquo; in 2009.<\/figcaption><\/figure>\n<h2>Finding Fiat<\/h2>\n<p><span style=\"font-weight: 400;\">The 500 was originally marketed as a fuel-efficient car, and for years this was their main selling point. They were betting on the fact that oil prices will continue to rise, swaying car buyers away from gas-guzzling vehicles. Unfortunately for Fiat, oil prices stabilized and steadily declined since the recession in 2008.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">They later switched strategies and marketed their cars as fashionable designer vehicles for a younger demographic, but to no avail. While some argue that few people remember the Fiat fiasco of the &lsquo;70s, others say that the brand&rsquo;s failure is due in part to its reputation for building faulty vehicles.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As popular car manufacturers commit to electrifying and creating hybrid variants of America&rsquo;s beloved SUVs and trucks, a massive switch to compact cars is becoming more unlikely. Until Fiat finds a clear and distinct identity that will resonate with American drivers, its future in the US remains bleak.<\/span><\/p><\/body><\/html>\n","protected":false},"excerpt":{"rendered":"<p><span class=\"span-reading-time rt-reading-time\" style=\"display: block;\"><span class=\"rt-label rt-prefix\">Reading Time: <\/span> <span class=\"rt-time\"> 4<\/span> <span class=\"rt-label rt-postfix\">minutes<\/span><\/span>Over the last five years, Fiat has struggled to combat dropping sales numbers in the US. Rumors of the brand&#8230; <a href=\"https:\/\/www.carparts.com\/blog\/farewell-fiat-why-americans-fell-out-of-love-with-the-italian-classic\/\" rel=\"nofollow\">Read More<\/a><\/p>\n","protected":false},"author":4,"featured_media":2701,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[53],"tags":[125],"ppma_author":[2607],"class_list":["post-2700","post","type-post","status-publish","format-standard","has-post-thumbnail","category-features","tag-fiat","entry"],"acf":{"adrotate_specific_mobile_ad":"","adrotate_specific_desktop_ad":""},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Farewell Fiat? 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