FIAT back in the U.S.
Almost a hundred years had to pass in order for the FIAT brand to make a return to North America. After shutting down a Poughkeepsie-based plant under FIAT license in 1917 when the U.S. entered WWI the company now decided it’s time for a comeback.
Just like back then owning a FIAT will be a sign of distinction. Together with their European rivals VW (New Beetle) and BMW (MINI) the Italians hope to successfully introduce a new market segment to the U.S.:
Small, exclusive retro cars.
Here is why (according to Jim McDowell, Head of MINI USA):
“In the last three years a new trend has emerged in the U.S.: houses get smaller, stores get smaller – and so do the cars. This will continue after regression. Some consumers buy small European cars motivated by reason others are driven by nostalgia.”
see also: Kleine Revolution in Amerika – FTD.de http://bit.ly/bOHggF