I remember hearing that preordered Fiat 500's would begin deliveries in mid-March (with dealer orders showing up a few weeks later), but imagine my surprise when I passed one on I-270 Thursday afternoon.
This particular version of the Italian subcompact was dark gray with a gawdy red stripe package, spelling out "F I A T" on each rear quarter panel. I know that scarlet and gray are a popular combination in Central Ohio, but the 70's style stripes on the 50's retro car definitely looked off.
As part of Fiat's takeover of Chrysler, they were given access to a nationwide, established dealer network to aid them in their flagship brand's return to the United States. The only model available here wearing the signature red Fiat badge will be the diminutive 500, a 3 door hatchback that slots in the "A" segment. The only other car this size currently on sale here is the Smart ForTwo (though the Smart is at the small end of the segment, it's the closest size comparison), which saw an uptick in sales with the gas spike a few years ago, but has since been dismissed as being as pricey and efficient as a C-segment car, but with half the space. Other A-segment cars (sub-sub-compacts?) that could be coming here in the next few years include the Ford Ka (which shares its architecture with the Fiat 500, oddly enough) and the Chevrolet Spark.
Is America, the land of huge pickups and gas guzzling SUV's ready for a car this small?
I've pondered this question since the car was confirmed for the US, and the answer I've come up with is "maybe."
If there ever was a perfect time to debut the 500, it's now. Fuel prices are expected to settle in around $3.70/gallon for the busy Summer driving season, there's an increased awareness and desire for efficiency, and the success of the Mini Cooper and Ford Fiesta show that customers will pay good money for a well-designed small car.
Remember, too, we love retro. The "New Beetle" put VW back on the map in the late '90's, the PT Cruiser may have saved Chrysler from one of its many brushes with insolvency, Ford's retro 2005 rendition of the iconic Mustang renewed interest in the Pony car, and BMW alone crafted the subcompact luxury car with the launch of the Mini Cooper. If any A-segment car has a chance, it's this one.
I don't have concerns about it selling. Young professionals increasingly see their car as a fashion accessory, no longer accepting the old attitude that people only drove small cars when they couldn't afford a big one. My concern lies with the volume they're expecting to sell to support their dealer network.
I haven't seen their dealer mandate, but I know locally Columbus Fiat (part of the Bob Boyd chain, next door to their existing Lincoln store on the east side) has a dedicated building, service area, and lot. Can one, tiny model possibly produce enough revenue to support that type of operation? That's a question that still needs answered.
As a European-like appreciation for well-equipped small cars continues to settle across America, we should see more and more of these fun, practical entries. Until that happens, though, Fiat (or better yet, the dealer network) is making a very big gamble on a very small car.
The icons are always the tough ones, but the payoff can be worth it.
Thoughts?
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