Fiat Eyes US Expansion with Bravo Successor After 500 Launch
Fiat is considering a US entry for the Bravo’s successor after the 500’s stronger-than-expected American debut, but will avoid larger segments to protect Chrysler’s position.
Fiat is preparing to expand its US line-up by introducing the successor to the Bravo, following the 500’s better-than-forecast American launch. The company’s US chief, Laura Soaves, confirmed that Fiat will remain focused on small cars and will not compete with Chrysler’s larger models. The move comes as Fiat looks to cement its brand in the US after the 500’s initial sales outperformed expectations.
The Fiat 500’s American launch, which included the standard hatchback and the cabriolet, has exceeded company forecasts, encouraging Fiat to consider a larger model for the US. The Abarth and electric versions are also scheduled to join the range, broadening the appeal of the 500 family. Early demand for the 500 gave Fiat the confidence to look at the next step in its US strategy.
Soaves made clear that the Fiat brand will remain within the small-car segment in the US. "Fiat will be the small car brand," she said, adding that the range would not include anything larger than a C-segment model. In practical terms, this means the Bravo successor will be the largest Fiat sold in the US, keeping the brand below the size of a Ford Focus and avoiding direct competition with Chrysler’s core models.
Bravo successor: not a traditional hatchback
Fiat Group CEO Sergio Marchionne has promised a radical approach for the Bravo’s successor. While specific details about the new model’s design or engineering were not released, Marchionne said it would not be a conventional offering. This suggests Fiat is seeking to differentiate its C-segment car from both its European rivals and from Chrysler’s US-focused line-up.
The Bravo itself, a five-door hatchback, has seen declining sales in Europe, but Fiat appears set on rethinking the formula for the US market rather than simply importing the existing model. The company’s strategy is to create a car that fits American tastes without diluting the small-car focus that has defined Fiat’s US return.
No overlap with Chrysler
Fiat’s insistence on keeping its US line-up below the C-segment is partly about protecting Chrysler’s traditional territory. Since Fiat acquired its stake in Chrysler, the two brands have coordinated to avoid internal competition. Fiat’s small-car positioning allows Chrysler to retain its focus on larger saloons and SUVs, while giving Fiat a clear identity for urban and compact buyers.
- Fiat 500 hatchback and cabriolet now on sale in US showrooms.
- Abarth and electric versions of the 500 to follow.
- Bravo successor to become Fiat’s largest US model, but will remain under C-segment size.
Alfa Romeo’s US return delayed
Fiat’s US expansion is not limited to its own badge. Alfa Romeo’s return to the US has been delayed due to design changes for the Giulia saloon, so the brand will instead re-enter the market with the 4C sports car. Production volumes for the 4C are expected to be modest, but Alfa Romeo will be aiming to exceed the 150 units of the 8C previously sold in the US.
