Italian automaker Fiat is aiming to make a comeback in the US market after years of declining sales by launching its new 2024 500e electric vehicle with a competitive manufacturer’s retail price of $32,500.
Fiat, which has a long history in the North American market going back to the early 1900s, has experienced ups and downs over the past decades. The company is now banking on electrification to revive sales, following its recent merger with Peugeot maker PSA Group to form Stellantis.
The leadership of Aamir Ahmed, appointed to lead Fiat’s electrification strategy in North America, will be key in this new chapter. Mr. Ahmed was on hand alongside other Stellantis executives to unveil the new 500e at the recent LA Auto Show.
Arriving in US showrooms in Q1 2024, the next-generation 500e promises to improve upon its predecessor with increased range and more up-to-date tech features. The previous 500e had achieved limited success as a compliance car produced in very small numbers.
By pricing the new 500e under $33,000 before destination fees, Fiat has positioned the EV to compete with models like the Nissan Leaf and Chevrolet Bolt EV in terms of affordability. The brand is optimistic it can replicate the strong success the 500e has already achieved in Europe, where it is one of the top-selling EVs.
If the new 500e performs as hoped, it could help Fiat regain relevance in a key market where the brand was once a major player. With EVs fast gaining ground in the US, the model may arrive at just the right time to spark renewed consumer interest.
