Registrations in Italy fell dramatically over this period. In 2008, they stood at 2,160,000 but by 2012, they had slumped to 1,400,000! The fall wasn't in one hit but from 2010 to 2012 it was -10%, -11% and -20%. At the end of that unit sales were at their lowest level in over 30 years. to add to that, the market share for Fiat has fallen to 21% by 2012, not quite the lowest ever but still well down historically.
For a brand like Fiat that relies heavily on the home market, that was no doubt tough. Total registrations for the Fiat brand in Italy by 2012 were less than half what they had been just five years earlier. The model range that expanded several years prior was now being trimmed back.
The Qubo arrived in 2008, a very small van converted into a passenger vehicle and it did OK. For 2011 out went the Sedici, Croma, Multipla and Seicento and in came the Freemont (pic below), a Dodge Journey for Europe. In 2012 the 500L (pic above) replaced the Idea but it was too soon for it to have much impact on the sales data featured in tthe chart below.
For the fourth in the series, simply click here. Pics: Netcarshow.
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