The Crank: Fiat needs more than the 500 to make it in Canada

By John LeBlanc BMW Canada sold about 4,500 Minis last year; the new 2012 Fiat 500's closest true rival. And although the Mini has a nine-year head start, the 500's mainstream pricing—and novelty—should have the 60-odd Canadian Fiat dealers left with no problem selling the same amount (if not more) annually. Despite the 500’s tight cargo room, rivals offering seating for five, and unproven reliability and durability, the 500 should sell well. It’s cute-as-a-button styling, premium feel, mainstream pricing, and cheerful and well-built interior almost guarantee that. But Canadian Chrysler dealers didn’t spend all that money building separate Fiat franchises to sell one car. So before anyone starts popping open bottles of prosecco celebrating the Italian automaker’s triumphant return to this country after its 27-year absence, Fiat will need more than the 500 to make it in Canada. If the 500 is the appetizer, Fiat needs to come through with a few hearty main courses and some zesty desserts. And according to the company's five-year plan announced last fall, it looks like those cars will wear Alfa Romeo badges. To take on the midsize class where the Chrysler Sebring (now 200) and Dodge Avenger have so woefully failed, the midsize Alfa Giulia sedan and wagon—which replace the Europe-only 159 sedan and Sportwagon models—arrive in late 2012. While set to tackle popular cute-utes like the Ford Escape, Honda CR-V, Subaru Forester, Toyota RAV4 and Hyundai Tucson, that same year, Fiat plans U.S. assembly of a compact Alfa SUV. One year later, to deal with the 500’s lack of seats and doors, Alfa will debut a four-door hatch version of its two-door MiTo subcompact. Then, to take on perennial best-sellers like the Honda Civic, Mazda3 and Toyota Corolla (plus all-new offerings like the Ford Focus, Hyundai Elantra, Chevrolet Cruze and the Americanized VW Jetta), the plan is to introduce the next version of the Alfa Giuletta compact hatch, but not until 2014. So as good as the 500 is, Fiat still has its work cut out to cut a swath in some of the most competitive segments in the industry, and agianst well-established brands. And most of the new product won't arrive for a few years. So all you Italophiles can save a bottle of prosecco for me. Until I see what Fiat can do against this lot, I'll keep my corkscrew safely tucked in my pocket.

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