March brought the Fiat brand its best sales month ever. Fiat sold a total of 4,738 cars in March, a 24 percent increase compared to the same month a year ago. The 4,738 cars were a record for the Fiat brand and beat the previous record of 4,176 cars sold back in September 2012. Additionally, sales for the Fiat 500 were up substantially compared with the past two months, with the Fiat 500e all-electric vehicle recording a 95 percent increase over last month, and the Fiat 500 Abarth Cabrio showing a 160 percent increase in year to date sales compared with last year.
The Fiat 500L also had its best sales month ever since the car's introduction last June. Sales of the Fiat 500L numbered 1,422 last month, a 78 percent increase over February's sales of 801 cars. Some credit for the Fiat 500L sales increase should be given to an aggressive new ad campaign that has been all over the TV this past month. The commercial featuring Sean "Diddy" Combs introduces the campaign's tagline "The Fiat 500L - Incredibly Big" and tells the story that Fiat makes more than just small cars. While some critics question cross promoting Sean Combs in a Fiat commercial, there is no denying that the "Incredibly Big" tagline does stick in one's mind. It is an apt description of the Fiat 500L, a subcompact car that has the room of a full sized Chrysler 300.
March Recap
Fiat kicked off March by opening the order books for the new limited production Fiat 500 1957 Edition. This Fiat 500 is a tribute to the original 1957 Nuova 500 introduced on July 4th of that year and features vintage styling cues that recall the historic model. Based on the well equipped Fiat 500 Lounge model, the 1957 Edition adds exclusive trim to make it unique. The Fiat 500 1957 Edition is well priced at $20,400, just $1,900 more than a base Fiat 500 Lounge and represents an excellent value considering the level of equipment that is standard (leather seats, premium sound system with Sirius XM Radio, and the unique trim to name just a few).
Fiat started a promotion with Loews Hotels in March to supply loaner vehicles and chauffeured driven cars at certain locations. Loews Hotels are offering chauffeur service to guests in all-new 2014 Fiat 500L vehicles at five Loews addresses across the country. The locations participating are Loews Madison Hotel in Washington, D.C., Loews Regency Hotel in New York City, Loews Hollywood Hotel, Loews Santa Monica Beach Hotel and Loews Miami Beach Hotel. Additionally, Loews Miami Beach, Loews Hollywood and Loews Santa Monica Beach will offer two complimentary Fiat loaner vehicles – the Fiat 500L, and either the Fiat Cabrio or the all-electric Fiat 500e (depending on location) – for guests to use for the day (up to three hours a day). For reservations or more information about Loews Hotels and Resorts, call 1-800-23-LOEWS or visit: loewshotels.com.
Fiat also hit social media hard this month with its usual Facebook promotions. Always check out the official Fiat USA Facebook page for contests and giveaways.
The biggest news, though, came from Alfa Romeo with the announcement that the high performance Alfa Romeo 4c sports car will debut at the New York Auto Show and will be available for sale during the second quarter this year! Fiat500USA.com also broke the story that Fiat dealers began receiving letters of intent letting them know they are eligible for a new Alfa Romeo franchise. Only top performing Fiat dealers, in addition to the handful of Maserati dealers, will make the first round choice to have an Alfa Romeo franchise. There will be two additional rounds of Alfa Romeo dealer appointments made in the future. Read the details below:
Abarth press conference held at the 2014 Geneva Motor Show.
Switching to Europe, Fiat, Abarth and Alfa Romeo debuted its 2014 model line up at the Geneva Motor Show last month. Lots of trim updates and the introduction of some exciting models. Read more about them below:
Fiat 500 Sales in the United States - March 2014
| Fiat 500 | Current Month | Last Year | Vol Change | Current YTD Total | Last Year YTD Total | Vol Change |
|---|---|---|---|---|---|---|
| March 2014 500 500L | 3,316 1,422 4,738 | 3,807 0 3,807 | -13% new 24% | 8,473 2,952 11,425 | 9,612 0 9,612 | -12% new 19% |
| Feb 2014 500 500L | 2,664 801 3,465 | 3,302 0 3,302 | -19% new 5% | 5,157 1,530 6,687 | 5,805 0 5,805 | -11% new 15% |
| Jan 2014 500 500L | 2,493 729 3,222 | 2,503 0 2,503 | 0% new 29% | 2,493 729 3,222 | 2,503 0 2,503 | 0% new 29% |
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