Fiat Has Produced Its 400,000th Current-Gen Strada Pickup

In the lively Brazilian car market, the Fiat Strada is writing yet another chapter of its success story. It is the top-selling vehicle in Brazil for 2023 so far and the clear leader in its segment, setting a record as a reference in its category. The pickup truck has achieved another significant milestone, hitting the impressive mark of producing 400,000 units since its second-generation launch in 2020. Looking back over its 25-year history, around 2,100,000 pickup trucks have been manufactured.

Produced at the Stellantis Betim Automotive Pole, the Fiat Strada was born in 1998 and has been a consistent leader in its segment ever since. Evolving with the times, it went through a major transformation in 2020, becoming sturdier, getting a fresh new look, and gaining new features. This overhaul was so well-received that it earned the title of “Pickup of the Year” from Autoesporte in the same year. In fact, the new generation Strada collected about 20 awards in 2020 alone, proving its status as one of the standout releases of that year.

Reaching the impressive milestone of 400,000 units produced is no small feat. It’s a testament to the Fiat Strada’s continuous progress and innovation. In 2021, it once again pushed the envelope by introducing the country’s first-ever CVT automatic transmission in its category, setting it apart as a trendsetter. The recent updates for the 2024 lineup, including a new turbo flex engine for better performance, design tweaks, the addition of the Ultra version for a more comprehensive range, and the limited-edition Edition 25, further underscore Fiat’s commitment to staying ahead of the curve.

Herlander Zola, Senior Vice President of Fiat in South America, emphasized the Strada’s remarkable achievements, noting its status as a “real success case in the automotive industry.” Its popularity isn’t confined to Brazil, as it’s also a top-seller in Uruguay, Paraguay, and Argentina, solidifying its reputation as one of the best-selling vehicles in Latin America. With the recent enhancements, Zola anticipates even better results in the future.

When it comes to market performance, the Fiat Strada is in a league of its own. Since 2021, it has been the best-selling vehicle in Brazil, with over 60,000 units registered in the country in 2023 up to July. Together with the Toro model, Fiat dominates the pickup truck market, boasting a 43% market share. This joint success cements Fiat’s status as the leading brand in Brazil’s light commercial segment.