Fiat cars are set to make their way back to the Australian market after more than a decade and a half's absence, as Ateco Automotive gear up to resume imports.

Seven years ago Ateco Automotive kicked off their Italian connection in Australia with Alfa Romeo, last year they added Fiat's LCV division, and very shortly they will add Ferrari and Maserati. Importing Fiat-badged cars into Australia, adding to their already-running New Zealand operation, will thus complete their burgeoning and growing portfolio of Fiat Group brands, and provide the market with a full range.

Ateco expect to be able cash in on the exciting raft of popular new models that Fiat are now starting to roll out. These are spearheaded by the new Croma 'stationwagon' which made its showroom debut across Europe yesterday, and the next-generation Punto, which is set to be revealed at September's Frankfurt IAA. Both these new models are expected to find favour with Australian car buyers, and Ateco will begin working towards the re-launch by showing them for the first time at next March's Melbourne Motor Show, an ideal opportunity to gauge public reaction. While no firm date for the public introduction has as yet been scheduled, it could actually occur as early as next year, although 2007 is also being considered.

FIAT AUTO - A LONG AND VARIED HISTORY IN AUSTRALIA

Fiat already have a presence in Australia, but it is through their LCV division, also handled by Ateco Automotive. The 2004 Melbourne Motor Show saw the launch of Fiat commercial vehicles into the Australian marketplace with the Ducato, and in the last 15 months it has built on the excellent qualities of the Ducato range to build a healthy order book, helping to cement the LCV division's outstanding results in 2004. Alongside the impending launch of the new Alfa Romeo 159 and Brera, Ateco are justified in looking for further strong growth from their Italian marques.

Fiat passenger cars were last imported to Australia in 1989, the range at the time being comprised of the executive Croma hatchback and Regata saloon and estate. The 1980s were not Fiat's finest hour and at a time when the company was obviously struggling, its cause was not aided by the marque's importer, LNC Industries (previously Lannock Motors) - which also handled Lancia distribution in Australia - making questionable decisions in relation to product and customer service. The annual number of Fiats sold in Australia throughout that decade fluctuated between about 450 and 700 throughout the decade, tailing off dramatically towards the end. It seems somehow appropriate that the number of Fiats sold in the 1989-1990 financial year was 37, compared with 38 Ferraris...

For all that, it was a shame, because the deregulation of the Australian car market opened up new possibilities for European marques throughout the 1990s and into the present decade. PSA Peugeot-Citroen have both undergone dramatic growth in the past decade, as have Volkswagen-Audi, BMW, Mercedes-Benz and Renault (since returning in 2001), helped in no small part by the fashion, especially in the big cities, for anything with a 'Euro' badge on the radiator grille.
 

The success of Alfa Romeo since its return in 1998 is further evidence of this enthusiasm for prestigious European brands and bodes very well for Fiat's prospects when the re-launch goes ahead.

Despite its 15-year absence, the Fiat marque has a dedicated following within Australia. Although the 124 Spider was never officially imported, examples do reside within the country, and the Coupe variant was well-regarded when new thanks to its combination of superb dynamics and technical innovation, including twin overhead camshafts and four-wheel disc brakes. Although the 127 was less successful down under than in Europe, the 131 Super Brava, 130 Coupe, 850 and X1/9, amongst others, are all fondly remembered by Fiat enthusiasts, a group who between them keep roughly 10,000 examples of the marque on the road.

Since their withdrawal from the market in 1989, rumours of a Fiat comeback have been persistent. A serious bid to return, spearheaded by the Bravo/Brava twins, was made during the mid-1990s, but was scuppered late in the day, as was a more recent attempt to return on the back of the Punto and Stilo Abarth models in 2003, the latter blamed on unfavourable exchange rates.

Interestingly, Fiat have a small but significant foothold in Australia's near neighbour, New Zealand. Like Fiat Australia, Fiat Auto NZ sell the Ducato, but alongside this, their lineup also features the Multipla, Stilo and recently-refreshed Punto ranges. Having also recently launched the Ducato 4x4 at the New Zealand National Motor Show in March, all the indicators point towards Fiat making progress towards building their presence in 'The Land of the Long White Cloud'.

by Shant Fabricatorian