Turns out Fiat may have been a wee bit ambitious in setting a 50,000-unit goal for the first year that its diminutive 500 hatchback and convertible have been on sale in the United States. Through the month of July, Fiat had sold a total of 7,982 500s in the States in 2011.

That figure includes 3,038 units sold in the month of July, but the monthly tally should continue to rise as more and more dealerships open in markets expected to snatch up the cute and spunky little hatch.

Laura Soave, the woman Fiat chief Sergio Marchionne has put in charge of the Fiat brand in America, isn't ready to completely dismiss the company's original 50,000-sale projection, saying instead that it "probably" won't reach that goal. Much of the problem can be traced back to early Fiat franchise dealer openings. "We missed the whole first quarter," Soave told Bloomberg, referring to the fact that just 12 of the 130 planned dealerships were open to the public by the end of February.

In an effort to jumpstart sales, Fiat is rolling out a number of intensified marketing campaigns, which you can read more about here. On the plus side, the brand has some major plans in the works for the U.S. market, and at least the automaker is making good money on the 500s it has sold so far.


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  • 51 Comments
      Hazdaz
      • 3 Years Ago
      That 50,000 1st year sales goal was ridiculously ambitious and everyone knew it. A more important stat would be how well are they selling now (3038 in July) and what percent of the total Fiat dealer-network is up and running. If they still have more dealerships that are opening up, and if they can build on their momentum, then they could still be pushing out quite a few cars this years - not 50k, but maybe 30k units.
      Katie King
      • 3 Years Ago
      This is very surprising to me. Even with one of the largest inventories in the nation, we are having a hard time keeping up with the demand here at Fiat of Austin, TX.
        Não Pirilamparás
        • 3 Years Ago
        @Katie King
        The problem is not at the dealerships that are open, like yours, it's that in the first quarter there weren't as many dealerships open as previously planned.
      billfrombuckhead
      • 3 Years Ago
      Seems to be selling well in Atlanta
      ACSRHS
      • 3 Years Ago
      Even with slow dealer openings, I'm still seeing a lot of these around, so I think they'll do fine without that sales goal.
      yesaninsider
      • 3 Years Ago
      I should also commend Fiat, rightfully so, for taking the time to get it right, then launching...well, at least getting the 500 as close to right as possible lol
      MJC
      • 3 Years Ago
      The local dealer here in CT has about 50 of them collecting dust in the lot.
      Turbo 4
      • 3 Years Ago
      FIAT by my house has a ton of these. The lot only seems to increase in size and I rarely see them scootin around.
        Rob
        • 3 Years Ago
        @Turbo 4
        it will be a hit for about a year then flop like the smart car . Overpriced for what you get.
      poorboywrx
      • 3 Years Ago
      there are two Fiat dealers within 5 minutes of my house on the same road here on Long Island. I have only seen one or maybe two on the road. Really nice looking car though.
      • 3 Years Ago
      [blocked]
      pickles
      • 3 Years Ago
      Didn't MINI sell about 20,000 their first year? 50,000 sounds eagerly ambitious. Regardless, in San Francisco, where the closest dealer is still 25+ miles away, I'm starting to see a lot on the road. It's going to bust loose when a dealer opens here. It's a sharp package for pennies when you consider the equipment, parkability, chic style and good reviews. More please.
      JFT77
      • 3 Years Ago
      Nobody has mentioned the hilarious Fix It Again Tony line yet... Guess it won't be long for the dinosaur to strike again!
      Walter
      • 3 Years Ago
      It's impossible to look rich and more important than you really are in a car like that, hence no one from the US will buy one.
        ACSRHS
        • 3 Years Ago
        @Walter
        Oh wow, that was pretty ignorant.
        Não Pirilamparás
        • 3 Years Ago
        @Walter
        Really? Then why are Camrys and similar cars so popular in the US? Is that your idea of looking rich and important?
        Synthono
        • 3 Years Ago
        @Walter
        It's one of those classless cars, actually. It's fashionable and a bit chic. It's the same reason why the Mini is often owned by wealthy folks and someone like Oprah - a woman who could buy Lichtenstein with the change in her couch - drove a New Beetle. It's small, it's cool, and it's got fashion credibility.
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