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Fiat News: Sergio Marchionne Says Fiat 500 Sales Target Was “Incredibly Naive”


#1

Posted 17 January 2012 - 08:16 PM

William Maley

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William Maley
Editor/Reporter - CheersandGears.com
January 17, 2012

You have to wonder what Sergio Marchionne was thinking when he set a goal of 50,000 500s to be sold for 2011. Marchionne said he was "incredibly naive" to pick that goal.

Fiat only sold 19,769 500s for 2011 (39.5% difference). So what was Marchionne thinking when he came up with that number. In a interview with CNN Money, Marchionne said the goal wasn’t based on anything but wanting to beat Mini, noting sales for the Mini brand totaled 45,644 vehicles.

“It was a number that we said would be in excess of what Mini was selling in the United States. It was that simple,” Marchionne said.

Critics point out that Fiat's first-year goal was ambitious to a fault and that Mini was able to reach their 40k+ vehicles sold thanks to the brand being sold in the U.S. for 10 years. Marchionne said "we set ourselves up for a fall," but insists that the future of Fiat in the U.S. is still very strong.

Source: CNN Money

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#2

Posted 17 January 2012 - 08:19 PM

Dodgefan

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50k was overly optimistic but 20k isn't bad at all considering the issues they had had between getting the dealer network going, supply, and a terrible advertising campaign.
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#3

Posted 17 January 2012 - 08:48 PM

ocnblu

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It's a cute li'l puddle jumper. I've seen maybe half a dozen around my area, but never the interior in person.
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#4

Posted 17 January 2012 - 09:12 PM

Drew Dowdell

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That is very respectible sales for a car that didn't even get into the dealer networks in any volume till mid summer. Had the dealers been fully deployed and fully stocked Jan 1, 2011, I bet they could have done double that.
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#5

Posted 17 January 2012 - 09:19 PM

balthazar

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I agree with the above posts: the volume isn't that bad... Question is, does 19K include a bunch of 1st yr impulse sales that won't show up for yr 2?
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#6

Posted 18 January 2012 - 04:19 AM

regfootball

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really not bad at all but yeah the target was optimistic...despite the gaffes that did well all things considered.
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#7

Posted 18 January 2012 - 11:34 AM

Drew Dowdell

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Which reminds me, I need to get one as a press car at some point and have albert model it.
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#8

Posted 19 January 2012 - 04:30 PM

Camino LS6

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Having only seen 2 so far, the fact that they sold almost 20k is a surprise to me.
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#9

Posted 19 January 2012 - 07:24 PM

thedriver

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For instance there are NO dealers -excuse me STUDIOS- in my state at all. I LIKE the cars, but I will not buy something that I cannot have serviced in less than a day's drive. This IS the 21st century after all, not the late 1800's...
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#10

Posted 19 January 2012 - 08:06 PM

SAmadei

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Having only seen 2 so far, the fact that they sold almost 20k is a surprise to me.


I agree. I only saw two and both were in juxapostion to a Chrysler dealership that is apparently selling FIATs,,,
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#11

Posted 21 January 2012 - 10:18 AM

67impss

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Saw my third yday I just thought it was a local depressed market thing?
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#12

Posted 06 February 2012 - 07:59 PM

SAmadei

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Update... the 500 is starting to become much more popular in Brooklyn/NYC. I think I've seen about 8 in the last couple days. Brings my total to 11. The yellow one really popped. Still looking for an Abarth.
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#13

Posted 07 February 2012 - 02:23 PM

loki

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i've only seen 1 in my area.
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