Fiat Tries Again in the U.S.

The Italian brand’s reentry has been a dud with U.S. car buyers
The new five-door Fiat 500L is almost 27 inches longer than the three-door model that received a cool reception in the U.S.

Italian food is the most popular type of restaurant cuisine in America. As Fiat has learned over the past year, that’s not the case with Italian cars. U.S. sales of the Turin-based automaker’s tiny 500 subcompact have been disappointing—about half the company’s targets—since Fiat’s return to the North American market last spring following a 30-year hiatus. “We thought we were going to show up and just because of the fact people like gelato and pasta, people will buy it,” says Chief Executive Officer Sergio Marchionne. “This is nonsense.”

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