For Fiat in Denmark, things have only come so far since the heyday of the 90s. But out in the big world, things look different and positive for Stellantis' top brand.
In Denmark, Fiat sold just 876 cars in the entire year of 2024. That's fewer cars than brands as new as Xpeng, Polestar and BYD. But outside of Denmark, no other Stellantis brand sells better than Fiat.
Something that stands in sharp contrast to the Danish situation, where Fiat lags behind other Stellantis brands such as Citroën, Opel and Peugeot.
But the picture is completely different outside of Europe. For four years in a row, Fiat has been Stellantis' largest brand, with sales of 1.2 million cars in 2024. The vast majority of sales take place outside Europe, primarily in Brazil, Turkey and Algeria.
In Brazil, Fiat has a market share of 21 percent, and the compact Strada pick-up accounts for a significant portion of sales.
The Stellantis group itself states this in a press release .
Although Fiat is the largest, the brand is also experiencing declining sales. In 2023, Fiat sold 1.35 million cars worldwide, a decrease of approximately 11 percent compared to the previous year. The falling demand has led to temporary closures of the Fiat 500e production line.
Stellantis has not yet published the exact sales figures for Opel and Peugeot for 2024, but Fiat maintains its leading position. In comparison, Citroën sold around 670,000 cars in 2024. In 2023, Opel and Peugeot sold 670,000 and 1.1 million cars respectively.
Fiat's success in South America and other markets outside Europe underscores the brand's global reach. While Fiat struggles to achieve the same success in Denmark, the brand remains a central part of the Stellantis Group and an important player on the international automotive scene.
Fiat is also having problems in some places. For example, the electric version of the Fiat 500 is selling so poorly that assembly lines have been paused several times. The Italians are trying to salvage some of their reputation with free leasing deals in the US and a new hybrid version of the same car.
Stellantis' now former director, Carlos Tavares, who was fired in December last year, spoke openly about closing several of the group's 14 car brands.
However, this did not go down well with the rest of the group. And several of the brands felt so offended that press releases were sent out. In them, the brands contradicted the CEO. Car brands should absolutely not be closed. Not now or in the future.
Tavares had to retract his statements later. But that wasn't enough to keep the board's trust. And in early December, Tavares officially left himself. Unofficially, he was fired on a piece of paper. Read more about it here .
Here in Denmark, Fiat importer Wismo Group is waiting until after the summer holidays to bring the new electric car Grande Panda to the country. The European price in general, however, is just under 25,000 euros or 186,000 kroner.
