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14 dealers to retail Fiat's Abarth brand in the UK

Fiat is to appoint 14 dealerships for its Abarth sports brand, and says up to 12 will be ready for the launch of the £13,000 Grande Punto Abarth in July.

None of the sales outlets have been confirmed but Fiat’s flagship store in London is likely to be a primary site. All dealerships will be in major conurbations.

“Most will be linked to existing dealers; some will have separate locations for the brand and some will migrate from an existing showroom to separate facilities over time,” said Andrew Humberstone.

In addition to the Grande Punto, Abarth retailers will sell the 500 Abarth next year. Other models will also be given the sports treatment.

Marketing for the sports brand will focus on specialist and niche magazines, aimed towards people that already know Abarth.

Cost of investment for retailers will be £40,000-80,000 if the franchise is sold from an existing Fiat dealership.

Humberstone said: “It’s a very profitable franchise with return on investment within a year.”

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