Fiat is closing in on 3% market share with a strategy of building new products within its successful 500 brand.
From the original concept, the range now extends to six models, including the new 500X crossover and 500L MPV, supported by the Fiat Panda and Punto, along with people-carrier versions of its van range and Abarth high-performance versions.
The extended choice is appealing to more customers, with Fiat achieving sales growth of nearly 12% last year, to 67,162 units.
For 2015, the brand is aiming for 80,000 registrations, and has been a regular presence on TV, driving the entry of the 500X into the rapidly growing crossover segment and a new version of the 500 supermini, scheduled to begin arriving from September.
Dealers seem relatively satisfied with the franchise. Their rating of its value has increased from 5 out of 10 in 2010 to 7.7 in the NFDA Winter 2015 Dealer Attitude Survey.