Fiat plans to release a new ad campaign in North America next month.
Tim Kuniskis, Fiat’s chief in North America, said that Fiat’s ads will start airing on television at the beginning of May and will also be available on social media sites such as YouTube.
“It’ll be a good lead-in to our (Fiat 500) L campaign,” Kuniskis said of the new campaign, which will have multiple variations. “It’ll have the same look and feel as our L campaign. We’ve had the immigrant spot…we’ve had it out there for a few months now, so it’s time to refresh.”
Currently, dealerships are receiving the new 2013 Fiat 500 Abarth Cabrio turbocharged convertible and beginning with May the electric 2013 Fiat 500e will reach California dealerships. The bigger 500 L and 500 L Trekking are expected later this summer. Fiat also plans to bring back the Fiat 500 by Gucci edition, which sold 2,000 units when it was previously released.
The Italian automaker relies on these new models to boost sales in the US, after it sold 9,612 vehicles in March, an increase of 9%. In 2011 the automaker sold 20,000 units in the US and last year sales reached 44,000 units.
“If the marketing contains a plan to focus on non-traditional and digital mediums, I think it will be very effective in bringing new customers to the studios,” said Kuniskis.