The strength of the new 2021 Fiat Strada continues to be reflected in consumer confidence with the launch of the second generation of the pickup. With a little more than a month since its arrival in the market, Fiat has registered more than 23,000 orders for its all-new compact truck back on July 26th. During its first full month of sales, the total demand for the vehicle reached an incredible 17,000 units for the Brazilian market.
“This result is a source of great pride for everyone in the company”, highlights Herlander Zola, director of Fiat and Commercial Operations Brazil. “And due to the immediate success of the model, we are gradually increasing the production capacity of the Fiat Automotive Pole, in Betim (MG), to meet the orders that keep coming in the coming months”.
To get an idea of the incredible receptivity achieved by the 2021 Fiat Strada, there is a daily demand average of 770 units. This means the sales of the new model is 3.5-times higher compared to 2019, while demand is 4-times higher than predicted at the time of launch. Faced with this promising scenario, the Fiat brand projects that the pickup will soon be among the best-selling vehicles in the country. Showing that North America isn’t the marketplace where pickups are showing their dominance in the automotive industry.
With pricing that surprised the market, a wide range of versions, and featuring a nameplate that already has an enriched 22 years of history in the “Work” territory, as a robust and reliable work tool, the 2021 Fiat Strada is now invested more heavily in the “Play” territory, which is more aspirational and more focused on leisure.
Fiat’s commercial strategy proved to be right, so much so that the new Double Cab (four-door), and it’s more versatile versions for family and leisure, are responsible for 50% of the new wanted demand. The top trim-level Volcano is the ultimate expression of Fiat’s rebranding by combining design, comfort, and a complete list of standard equipment focused on safety and technology accounts for no less than 25% of orders.
“The New Fiat Strada has everything to repeat another 20 years of an absolute leader in its category,” concluded Zola.