Autoblog and Yahoo may earn commission from links in this article.Stellantis serves as the parent company of several popular brands sold in North America, including Jeep and Ram, but one marque in particular isn’t fairing as well as its sister companies. Fiat has had a rocky history, but the last few years indicate the Italian automaker is little more than a shell of its former self, at least in North America. Oddly enough, Fiat could be successful in the United States and Canada, but only if they revamp their entire strategy, which may not actually be all that complicated. Cole AttishaFiat in modern formFiat ultimately withdrew from the United States in 1983 following a drop in its reputation due to reliability issues. The Italian brand remained active in other markets, and ultimately bought a stake in Chrysler during the brand’s 2009 bankruptcy. In October 2014, the two companies formed Fiat Chrysler Automobiles following the 2012 reintroduction of the Fiat brand to United States consumers with the launch of the 500. Unfortunately, the brand’s timing was off, as American drivers shifted away from hatchbacks in favor of larger, more utility-driven crossovers, trucks, and SUVs.Fiat Chrysler Automobiles merged with Peugeot SA in 2021 to form the modern-day Stellantis. While the Italian manufacturer axed the 500 from the United States market in 2019, the company revived it in the form of the all-electric 500e following the merger. Under the leadership of Carlos Tavares, however, all Stellantis brands began to focus on profits, effectively putting reliability on the backburner, Fiat included. Today, the Fiat 500e is the brand’s sole offering in the United States.AdvertisementAdvertisementThe 2026 Fiat 500e is best described as a small hatchback suited for the urban streets of Europe. The all-electric model features a single 117-horsepower motor that powers the front wheels. At a glance, it’s one of the more affordable EVs on the market, starting at just under $36,000. All in all, it seems like a solid deal, until you take size, range, and charging speed into account.FiatView the 1 images of this gallery on the original articleThe Fiat 500e comes equipped with a 37-kWh battery that’s good for up to 141 miles with all-season tires and 149 miles with summer tires. The battery’s charging speed tops out at 85 kW, which Fiat claims can add 31 miles of range in as little as five minutes. As you can tell just by looking at it, the Fiat 500e’s interior is small in both cabin and cargo area, which severely limits its utility. Comparatively, the Fiat 500e is too expensive, offers insufficient range, and lacks the performance of other all-electric offerings in North America.The numbers speak for themselvesIt’s undeniable that Fiat isn’t doing well in the United States. In 2023, Fiat’s sales amounted to around 600 vehicles, most of which were leftover inventory from the previous year. In 2024, the launch of the 500e boosted sales to a little over 1,500 models. Sales fell again in 2025, this time as a result of falling demand for EVs and the 500e’s uncompetitive stance. 2026 isn’t shaping up to be any better, as Fiat sold just 86 examples of the 500e in the first quarter. Notably, the 500X, which was discontinued after 2023, is still rolling off dealer lots to the tune of 71 examples sold in the first quarter of 2026.StellantisDealerships are a problem for Fiat as well, but not in the way you might think. There are approximately 318 Fiat dealerships left in the United States, almost all of which are integrated with dealers of other Stellantis brands. Texas is home to 29 Fiat dealerships, the most of any state and nearly 10% of the nation’s total. That’s a massive decline from the marque’s peak, and it could ultimately become a key factor in the brand’s current decline in North America.Fiat can succeed in North AmericaWhile a dramatic drop in sales and a lack of dealerships are indicative of Fiat’s impending doom in the United States, the Italian brand can actually succeed. Fiat can turn things around with a rather simple change in strategy, at least on paper. In Europe, Fiat offers a full range of vehicles, some of which could resonate quite well with the average American consumer.FiatView the 3 images of this gallery on the original articleAdvertisementAdvertisementWhile large trucks and SUVs have dominated for years, sedans and smaller vehicles are slowly making a comeback amid rising vehicle prices. Affordable vehicles like the Panda and Panda Grande would likely be a hit, provided the reliability is there. Leaning into the fun, sporty side of the market, like Honda has done with its Prelude revival, could be quite fruitful for Fiat as well. A lifted Panda, for example, could perform well if priced correctly. Offering Abarth performance models could allow the Italian brand to appeal to enthusiasts on a budget as well.Alternatively, Fiat could target the same demographic as Toyota’s defunct Scion brand. Competing with mainstream brands, like Toyota, Honda, and Hyundai, could doom the Italian brand before it gets wheels on the road. Younger and first-time buyers, however, could flock to affordable cars and crossovers with some Italian flair in the styling.FiatView the 3 images of this gallery on the original articleFunnily enough, Fiat’s European existing product line would likely appeal to American consumers, a fact that enthusiasts are quick to point out. Compact hybrids and practical crossovers are a mainstay of the brand in foreign markets. Interestingly, Fiat already sells the Pulse and Pulse Abarth in Mexico, although they likely don't meet American safety standards.AdvertisementAdvertisementAs it currently stands, Fiat’s one-model EV stance isn’t working. The Italian marque has several avenues to success in the United States, but it needs to make major changes to its North American strategy, whether that’s by shifting to a low-volume lifestyle brand or bringing some of its European models to our shores.This story was originally published by Autoblog on May 28, 2026, where it first appeared in the Features section. Add Autoblog as a Preferred Source by clicking here.
