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Fiat brand puts profit before volume in Europe

Fiat brand will renew its product lineup in Europe with replacements for its aging Punto subcompact and Bravo compact models but has no growth ambitions in the region as Fiat Chrysler CEO Sergio Marchionne targets a return to profitability ahead of increased volume.
Fiat brand sales in Europe are targeted at 700,000 units in 2018, the same level as last year, the company said at an investors day to present Fiat Chrysler’s latest business and product plan.
Fiat brand chief Olivier Francois said the volume goal “clearly reflects our cautious approach,” adding that mass-market brands are challenged in Europe. “There is no easy fix. We are all realizing that notwithstanding Fiat’s great European history, things have changed,” he said.
Fiat brand will expand its global sales to 1.9 million vehicles in 2018 from 1.5 million in 2013. The Fiat brand is the largest of the marques that make up the automaker’s European unit, which has lost 2.15 billion euros in the past three years.
Latin America will remain the brand’s biggest sales region with a target of 800,000 sales by 2018, 100,000 more than last year. The brand aims to triple sales in Asia-Pacific to 300,000 and double volume in North America to about 100,000 vehicles.
To return to profitability in Europe, Fiat will expand the 500 family with the addition of the 500X subcompact SUV late this year and add a five-door subcompact hatchback that will replace the Punto in 2016.
The Punto replacement will slot between the 500 minicar and the 500L small minivan. Fiat plans to build 180,000 units a year of the new, unnamed model, sources told Automotive News Europe.
Fiat will replace the Bravo with a family of compact models comprising a hatchback, sedan and station wagon built by the automaker’s Tofas joint venture in Turkey. The compact range will be sold Europewide. The sedan variant in the family will replace the Linea that is currently sold only in central and eastern Europe and Turkey.
European sales of the Bravo compact, which competes in the region’s second-largest segment after subcompacts, were just 10,000 units last year.
Fiat had been without a compact wagon since the Stilo Multiwagon was discontinued in 2008. Wagons such as the Ford Focus, Opel/Vauxhall Astra and Peugeot 308 SW bring in crucial sales for their companies.
Fiat will complete its coverage of the compact segment with a compact crossover, due in 2017. It will most likely be a passenger version of the next Fiorino light commercial vehicle.
In 2018, Fiat will launch the fourth generation of its Panda minicar. Together with the Fiat 500, the Panda dominates minicar sales in Europe.
Fiat will also add a two-seat roadster as an image booster in 2015. The model will be a reskin of the roadster originally conceived for Alfa Romeo and will be sold in Europe and the United States.


