Chrysler Dealers to Meet in Detroit to Hear Fiat Pitch
About 400 Chrysler Group LLC dealers from across the United States are expected to gather at the Detroit Institute of Arts for an intensive session intended to help them decide whether to make the investment needed to sell the Fiat and Alfa brands, The Detroit News reported.
A pillar of the success of the partnership between Chrysler and Fiat SpA, which was formed in June 2009 when the Auburn Hills automaker emerged from bankruptcy, was that the two companies would develop vehicles together and take advantage of their respective distribution networks to sell each other's products.
Fiat has a strong dealer network in Europe and South America and already has started selling Chrysler's vehicles abroad.
The Italian automaker stopped selling Fiats here in 1983, and ceased mainstream Alfa Romeo sales in 1995. Sales continue of the more exotic Ferrari and Maserati brands and the low-volume Alfa Romeo 8C sports car.
Fiat will return to the U.S. market in December with a North American version of the tiny Fiat 500. It will be produced at Chrysler's Toluca, Mexico, plant, which will make about 120,000 of A-segment-sized cars annually. That output will be split between North America and South America.
The Alfa brand will return with a mid-size car and crossover in 2012, followed by a larger SUV and luxury sedan.
Dealers from 119 select U.S. cities will be briefed Monday on vehicles in Fiat's five-year plan.
Sergio Marchionne, chief executive for both Chrysler and Fiat, will not attend.
Presenters will include Laura Soave, head of the Fiat brand for North America; and Peter Grady, Chrysler vice president of Network Development & Fleet.
Including Chrysler staff, about 600 people are expected to attend, said Chrysler spokesman Ralph Kisiel.
Dealers are paying their own travel costs but Chrysler is providing ground transportation and food.
More Industry

Honda Embraces Hybrid Fever
The automaker plans a new Ohio factory, along with investments in existing U.S. and Canadian plants, to significantly boost hybrid production here.
Read More →
Dealerships Must Show Up Where It Matters
How car buyers find your dealership has fundamentally changed. New evidence reveals the importance of your presence on social media, Google search, and large language models.
Read More →
CPO Sales Could Take Off in the Right Conditions
A recent Cox Automotive consumer survey reveals the size of an undertapped market for the vehicle segment given affordability pressures.
Read More →
Global Consumer Trends Diverge
Price remains a top consideration for U.S. car buyers, and they are the most brand-loyal consumers to established automakers, according to a new survey.
Read More →
Badger State Dealership Gets New Owner
The longtime southern Wisconsin store moved from one area auto group to another, keeping the business in Dairyland.
Read More →
The Cycle of Negative Equity
Third-quarter data shows consumers still rolling over debt and stretching loan terms, raising their risk of remaining underwater.
Read More →
Charger Network Growth Slows
Despite a projected increase in public EV chargers in 2026, charging infrastructure remains a top concern for consumers as the gap between the most and least EV-friendly places remains substantial.
Read More →
Lenders, Consumers Take on More Auto Loan Risk
September records loosened credit access the most in over a decade as buyers took advantage of the conditions to afford trading, though loan applications fell.
Read More →
Next-Gen Hybrids in Sight
Dealerships can expect to see revamped hybrids from Honda next year as the company rolls out a new system and model lineup.
Read More →
Gem State Stores Change Hands
A larger auto group founded in the industry’s early years sold two franchises to a neighbor group that's on a growth spurt.
Read More →