Fiat is set to become more Italian in the UK, with its boss promising more colour, more fun and a stronger taste of la dolce vita in dealerships as the brand rebuilds its range and targets a doubling of its market share.
Kristian Cholmondeley, managing director of Fiat, Abarth and Fiat Professional, told The Independent that leaning harder into the company’s roots would help it stand out in a market filled with more rivals that are increasingly difficult to differentiate.
