The FIAT brand continues to ride a wave of success in the Brazilian marketplace after leading the national market in September, October, and November last year. The Italian automaker grew the most among its competitors with a 16.5% market share despite a 26% retraction of new car sales in the Brazilian market last year due to the ongoing pandemic. With that being said, FIAT is off to a great start in Brazil for 2021.
FIAT announced that it sold 30,888 units during the month of January, gaining an additional 2.5% market share and taking 19% of the country’s sales. This was lead by the all-new subcompact 2021 Fiat Strada pickup. The Strada had 9,232 customers register their vehicles in January. This comes as the new Strada dominated the segment with 77.9% of the market share.
In addition to the sales success of the Strada, the FIAT brand also experienced good performances from the sub-compact Argo, Mobi city car, and the compact Toro pickup, which are among the best-selling vehicles in the country.
“We did a different job in handling leads, especially in the most difficult period of the pandemic, significantly increasing conversion efficiency in sales of these contacts; a more competitive product portfolio, in which we highlighted the launch of the new generation of Strada, which even influenced the sale of other vehicles through the greater store flow”, said Herlander Zola, Director of Brand FIAT and Commercial Operations Brazil.
FIAT isn’t stopping its momentum either. An updated version of the compact Fiat Toro (also known as the Ram 1000 in several Latin American countries), will start production in April and feature the 1.3-liter turbocharged GSE-T4 from the 2022 Jeep® Compass which it shares its architecture with. It should help propel the brand further ahead as the Brazilian market continues to expand its truck offerings.