It’s no secret that the Fiat 500 will soon be part of the Canadian automotive landscape. But although the cute little Italian number has generated quite a bit of consumer interest, Sergio Marchionne seems to have greater ambition for Alfa Romeo, which should be making its North American comeback after a 17-year absence.
The president and CEO of the Chrysler group has openly admitted that the 500 “doesn't have ambitions to conquer the U.S. market. It was designed for select areas”.
According to the automaker’s marketing strategy, the 500 is destined for urban markets, which means the sales network will be concentrated around large metropolitan areas.
Laura Soave, who is responsible for Fiat in Canada and the U.S., mentioned that although her promotional budget is modest, it’s enough to launch the brand using social media and viral marketing tactics to “try to let consumers create the buzz”.
A total of 60,000 units will be built in Mexico and sent to North America. Though that seems like a rather ambitious number, an efficient launch strategy could definitely turn it into an achievable goal.
As a case in point, 50,000 MINI Coopers were sold in Canada and the U.S. in 2010 by way of a sales network mainly concentrated around large cities.
Source: The Detroit News
The president and CEO of the Chrysler group has openly admitted that the 500 “doesn't have ambitions to conquer the U.S. market. It was designed for select areas”.
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| Photo: Chrysler |
According to the automaker’s marketing strategy, the 500 is destined for urban markets, which means the sales network will be concentrated around large metropolitan areas.
Laura Soave, who is responsible for Fiat in Canada and the U.S., mentioned that although her promotional budget is modest, it’s enough to launch the brand using social media and viral marketing tactics to “try to let consumers create the buzz”.
A total of 60,000 units will be built in Mexico and sent to North America. Though that seems like a rather ambitious number, an efficient launch strategy could definitely turn it into an achievable goal.
As a case in point, 50,000 MINI Coopers were sold in Canada and the U.S. in 2010 by way of a sales network mainly concentrated around large cities.
Source: The Detroit News