Tim Kuniskis, Head of Fiat Brand North America, with the new 2012 Fiat 500 Abarth
Fiat 500 sales for March have been announced and they have reached a new record. A total of 3,712 Fiat 500s were sold, this beats last month's previous record of 3,227. Fiat 500 sales were up 642 percent compared with March 2011 sales when a total of 500 cars were sold.
Five years ago Fiat brand awareness was at 8 percent, six months into the launch it was 9 percent. Within a few short months of the Jennifer Lopez ad campaign, Fiat's brand awareness rose to 30 percent and helped spur a sales rebound. A good lesson on taking what you read on the internet with a grain of salt...
Fiat 500 sales have been on a roll since it ramped up its advertising late last year. Beginning with a somewhat controversial Jennifer Lopez campaign, and then a hugely successful Abarth ad that went viral on the internet and made its television debut during the Super Bowl, Fiat sales rose to last months previous high as Fiat brand awareness grew.
Fiat marketing brought more attention to the cars last month when it teamed up the Fiat 500 Abarth with the perpetually ill behaving Charlie Sheen. The edgy commercial is a hit with key demographics of the Fiat 500 Abarth and pushes the buttons of those who don't like Sheen's antics; it all makes for a good recipe for attention!
Fiat Sales for 2012