 |
|
As Chrysler
Group prepares to introduce the Fiat brand
into the U.S. later this year the Fiat 500
has been travelling between states to raise
awareness: here the A-segment car is seen in
Miami during independence day celebrations. |
|
|
|
Chrysler Group has
revealled today that it has begun the dealer selection
process for the reintroduction of the Fiat brand in the
United States. The Fiat brand in the U.S. will feature
the New Fiat 500, which recently celebrated the
fifty-third anniversary of its introduction in Europe.
Dealers will begin selling the Fiat 500 late this year
and the Fiat 500 Cabrio in 2011.
Chrysler Group expects to select dealers in about 125
markets identified for growth potential in the small-car
segment. Fiat dealers will be located in approximately
41 states.
“The Fiat dealer network will be appropriately sized to
serve the market opportunity,” said Peter Grady, Vice
President of Network Development and Fleet, Chrysler
Group LLC. “Our vision is to establish a dealer network
that will reflect and enhance the brand’s reputation for
innovation and fun, and will offer a unique,
personalized customer experience.”
Chrysler Group will send Dealer Application Guides to
dealers in the identified markets containing specific
Fiat dealer requirements and instructions on submitting
a proposal. The guide presents details on facility,
sales strategy, accessory sales, service and parts
departments, training curriculum and financial
requirements.
Dealers must demonstrate how they will market, sell and
service Fiat vehicles with a new customer service model.
Basic guidelines include: Location – The majority of
dealerships will be located in the identified markets;
Eligible Dealers – Proposals from Chrysler Group’s best
performing dealers will have preference in the
identified markets; Dealer Performance – Chrysler Group
will evaluate interested dealers on volume performance,
minimum sales responsibility accomplishment,
capitalization and overall Dealer Standards score. In
addition, the company will individually evaluate the
proposed facility and customer handling metrics; Fiat
Facility – A completely separate facility will be
required to represent the Fiat brand; Fiat Team – A
separate Fiat team will be required to sell and service
the Fiat brand; Fiat Standards – Fiat standards will be
unique from existing Chrysler Group Dealer Standards;
Financial – Dealer candidates will have to show that
they have the financial resources necessary to support
the introduction of the Fiat brand.
Dealers in the target
markets will be invited to attend a meeting in Chrysler
Group World Headquarters in Auburn Hills, Mich. Chrysler
Group plans to officially announce its U.S. Fiat dealer
network locations in September.
|
|
|
