The arrival of the North American all-electric Fiat 500e in 2024 will mark the new direction of Stellantis NV's Italian small-car brand on the continent: pursuing wealthy, urban buyers looking for a fun ride.
Fiat CEO Olivier François told The Detroit News from the Los Angeles Auto Show that the 500 hatchback is Fiat, and it won't pursue here larger vehicles that Americans tend to prefer. Instead, it'll be a niche brand likely taking advantage of alternative retail models like subscriptions and rentals and generate regulatory credits to help offset emissions created by popular SUVs and trucks from Stellantis' other brands. Fiat's volume will come from other markets like Europe and South America.
"I am not going to push for the volume at all," François said. "I am not going to try to sell your a small car if you are replacing your midsize SUV and midsize sedan, not at all. These are mobility objects for people living and commuting in the city every single day."
