Fiat 500 Boosts Marketing Effort With Times Square Drive-in
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Chrysler Group LLC, majority owned by Fiat SpA, “probably” won’t hit its target to sell 50,000 of the new Fiat 500 in North America this year after it took longer to open new stores than previously expected, an executive said.
The company is intensifying 500 marketing efforts, including a planned promotion in Times Square in New York, Laura Soave, head of the Fiat brand under Chrysler, said in an interview. About 100 Fiat stores have opened in the U.S., including about 30 in July. The goal is to have 130 by year-end.