Fiat

Fiat-auto-sales-statistics-EuropeFiat market share in Europe has been falling steadily from 2009 through 2014, and the brand has lost over 2 percentage points of market share during that period. In a market already in decline, that translates to losing almost half their volume in four years time! In 2015 and 2016, the Italian brand recovered with 12% and 13% growth respectively, faster than the overall market.

The reason for this steep decline is clear: an aging line-up. Fiat CEO Sergio Marchionne, who has saved Fiat from bankruptcy back in 2004/2005, said that he thinks it’s a waste of money to introduce new models in a depressed market. So he has held back development of new models for both Fiat and Alfa Romeo, and he tried to fix Lancia’s lack of (new) products by selling rebadged Chrysler models in Europe.

The only new models between 2010 and 2014 were the Fiat 500L midsized MPV in 2012 and the new generation Panda minicar in 2011. And even then the Panda continued to decline every year from 2011 to 2014 before recovering slightly. Meanwhile, the Fiat 500 is the only Fiat model whose sales haven’t dropped dramatically in the period, despite being on the market virtually unchanged from 2007 to 2015. In fact, the 500 recorded its best sales ever in 2014 as a sign of lasting success for the retro design. Its 2015 facelift was therefore only very minor.

Marchionne may say this proves his right, that it is pointless to introduce a new product in a market that is down, but I believe it’s due to the product itself. The previous generation Panda was  smaller, cheaper and had the normal 4-cylinder engines, while the new generation grew bigger and was more expensive, while the Panda’s strength was the great value-for-money. But one of the biggest disappointments was the 0,9 liter 2-cylinder twin-air engine, which sounds like a coffee grinder and may be fuel efficient in theory, but is only quick enough in traffic when pushed far beyond its frugal rev band. This same engine is supposed to power the much larger 500L, which gets a much more powerful 1,4 liter 4-cylinder turbo engine in the United States. This engine may be less fuel efficient in the official test cycle, but I don’t think there would be a big difference in fuel economy between these engines in day-to-day driving, while the 4-cylinder surely is a much nicer engine to drive and to hear.

Future products of Fiat will be based either on the 500 family for “emotional and aspirational” models or the Panda family for “rational and functional” models. The venerable Punto was once a very successful model in Europe, but has fallen behind due to lack of a new generation since 2005 and has been made uglier with each of its numerous facelifts. It was supposed to be replaced by a Fiat 500 five-door in 2016, but that project has been delayed a few times. A 500X small crossover based on the Jeep Renegade was launched in 2015 and helped the brand recover some of its losses. The Bravo and Linea were phased out in 2014, both were replaced by the Fiat Tipo hatchback, sedan and station wagon built in Turkey, and which is proving to be a surprise hit for the brand.

Fiat also introduced the 124 Spider in 2016, a low-volume two-seater roadster based on the fourth generation Mazda MX-5. A compact crossover to compete with the Nissan Qashqai is promised to arrive in Fiat showrooms in 2017, but again: there hasn’t been much news on that model lately, as FCA focuses on reviving Alfa Romeo and boosting Maserati.

Read more about Fiat’s product plans from 2013 to 2018 in this official presentation.

Also find Fiat US sales figures and Fiat China sales figures.

Fiat
All Models
2014
Fiat
All Models
2015
Fiat
All Models
2016
Fiat
All Models
2017
January 45.715 47.480 53.764 63.358
February 45.955 48.131 60.370 65.276
March 65.227 74.377 84.697 98.599
April 53.922 58.991 67.846 66.075
May 54.338 57.601 73.186 84.767
June 57.087 65.316 74.179 81.337
July 49.993 56.955 58.871
August 26.696 28.738 34.762
September 52.537 63.376 67.108
October 49.218 53.346 55.162
November 42.928 51.025 55.902
December 39.012 47.876 54.775

Fiat
All Models
Market
Share
2016 740.622 4,93%
2015 653.212 4,63%
2014 583.206 4,51%
2013 568.838 4,64%
2012 581.613 4,64%
2011 704.157 5,08%
2010 837.251 6,01%
2009 1.010.342 6,92%
2008 943.202 6,52%
2007 964.767 6,15%
2006 895.023 5,75%
2005 792.734 4,91%
2004 903.180 5,59%
2003 791.201 5,48%
2002 902.682 6,15%
2001 1.067.855 7,09%
2000 1.128.738 7,52%
1999 1.109.513 7,25%
1998 1.219.149 8,43%
1997 1.272.570 9,44%
1996 1.140.780 8,91%
1995 1.027.562 8,54%
1994 1.013.732 8,49%
1993 882.259 7,84%
1992 1.190.770 8,82%
1991 1.205.041 8,98%
1990 1.339.953 9,91%

 

Use the dropdown at the top right of this page to find sales figures for the Fiat 500, Panda, Punto, Tipo, 500L, 500X, Freemont, Qubo, Doblo, Talento, Ducato, 124 Spider, Seicento, Sedici, Stilo, Bravo, Linea, Croma, Idea, Multipla, UlysseScudo and any other car model sold in Europe since the early 2000’s.

 

Use the dropdown at the top right of this page to find sales figures for any other car model sold in Europe since the early 2000’s.

Car sales statistics are from the following countries: Austria, Belgium, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Great Britain, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Lithuania, Luxembourg, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden, Switzerland. Sources: Manufacturers, ANDC, JATO Dynamics.

 

Fiat
All Models
2014
Fiat
All Models
2015
Fiat
All Models
2016
Fiat
All Models
2017
January 45.715 47.480 53.764 63.358
February 45.955 48.131 60.370 65.276
March 65.227 74.377 84.697 98.599
April 53.922 58.991 67.846 66.075
May 54.338 57.601 73.186 84.767
June 57.087 65.316 74.179 81.337
July 49.993 56.955 58.871
August 26.696 28.738 34.762
September 52.537 63.376 67.108
October 49.218 53.346 55.162
November 42.928 51.025 55.902
December 39.012 47.876 54.775

Fiat
All Models
Market
Share
2016 740.622 4,93%
2015 653.212 4,63%
2014 583.206 4,51%
2013 568.838 4,64%
2012 581.613 4,64%
2011 704.157 5,08%
2010 837.251 6,01%
2009 1.010.342 6,92%
2008 943.202 6,52%
2007 964.767 6,15%
2006 895.023 5,75%
2005 792.734 4,91%
2004 903.180 5,59%
2003 791.201 5,48%
2002 902.682 6,15%
2001 1.067.855 7,09%
2000 1.128.738 7,52%
1999 1.109.513 7,25%
1998 1.219.149 8,43%
1997 1.272.570 9,44%
1996 1.140.780 8,91%
1995 1.027.562 8,54%
1994 1.013.732 8,49%
1993 882.259 7,84%
1992 1.190.770 8,82%
1991 1.205.041 8,98%
1990 1.339.953 9,91%

Comments

  1. Dan Butroid says:

    Thanks for the sales information. I have been a Fiat / Lancia enthusiast since the mid-1970’s. I have been increasingly baffled by Fiat’s decision not to introduce an all-new Punto replacement. They used to be a driving force in the supermini class with the 127, Uno and Punto but it seems that this 40+ year long era is coming to an end. I am also concerned by the increasing presence of American Chrysler cars in Fiat Auto’s line-up. Chrysler have been bankrupt and I don’t think the cars they offer will do Fiat any good in the long run. Finally, I’m very saddened to see the apparent imminent demise of Lancia. This marque has been such an inspiration for me over the years with the cars I’ve owned – and continue to – and their unrivalled rallying success with the Fulvia, Stratos (what a car that was!), 037, Delta S4 (see Stratos comment) and Integrale. There’s nothing in Chrysler’s heritage which remotely comes close to these fantastic cars.

  2. Bart Demandt says:

    Hi Dan,
    Indeed it is hard to contemplate how they can so simply forgo their highest volume segment and a model that sold as many times in 1997 as the entire Fiat line-up sold in 2014.
    Even as recent as 2006, the Punto sold more than 400.000 units in Europe. The Fiat 500, their current best selling model, peaked at 180.000 sales last year, less than half of that.
    Like I wrote, Marchionne believes it’s a waste of money to develop cars that will be introduced during a market crisis, but a drought of new products has obviously led them to lose half of their volume, and I can’t imagine that’s not even more costly.

  3. Brenda Kilgour says:

    Comments from Marchionne such as these plus his eagerness to marry Fiat Chrysler to a much larger competitor make me wonder if he is really less a capitalist than a corporatist. Seems his objective is more to create a Fiat-Chrysler-You-Name-It that is more like a state unto itself. The problem is that the heart of his imaginary corporate state, the Duchy of Agnelli-Fiat, is decadent and decaying.

Let me know what you think of this article. Thanks!

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