While the FIAT brand has struggled to gain any traction in the North American marketplace, the Italian brand is celebrating its successes in Brazil. The FIAT brand closed the month of March in Brazil, with a record 38,043 units sold or 21.4% of the market share. That is the brand’s greatest performance since August 2014.
It was no surprise that leading the way for the brand was the sub-compact pickup, the all-new Fiat Strada (also known throughtout LATAM as the Ram 700). Showing once again, that America isn’t the only country the loves their trucks. The Strada was the best-selling vehicle in Brazil for the month of March, selling 10,268 units.
The numbers also tell us that the FIAT brand is leading the national market for the quarter, exceeding 100,000 vehicles sold. That figures out to be 6.2% growth for the brand in the region when compared to the same time last year. It also marks the largest increase among its competitors.
FIAT also has 16.3% of the country’s retail market share, giving it the title of the most sold retail brand in Brazil for the first time since June 2015.
While the Strada took 5.8% of the total market share in the region, its larger sibling the Toro also had an unprecedented monthly performance. Toro sold 6,708 units, and reached 3.8% of the total market share in the industry, reaching a historic record since its launch.
With these figures, FIAT shows that it understands the consumer as nobody when it comes to pickup trucks. Thanks to the Ram Truck brand for influence, the Strada totally dominates its segment with almost 77% participation. Toro (also known as the Ram 1000 in other LATAM countries) is not far behind either. Taking into account categories C and D (of larger pickups), the FIAT model has a 39.4% share in the month. This means that the brand has a 55.1% share in the sale of pickup trucks, that is, more than half of the models in the segment sold in Brazil are from FIAT.
Herlander Zola, Director of Brand FIAT and Commercial Operations Brazil, stated, “The extensive work we have done to reposition the brand in Brazil is already paying off. The consumer has realized the greater value that our [vehicles] deliver. He is now facing a new FIAT, with a more competitive product portfolio, which has changed the way it communicates in our campaigns and, mainly, with the dealer network ”.
FIAT also maintained good results with the other models in its portfolio, such as Mobi, which also ended for the third consecutive month as the leader of the entry-level hatch segment, with a 54.3% share in March.