MENU
SEARCHChrysler Group LLC has begun the dealer selection process for the reintroduction of the Fiat brand in the United States.
AUBURN HILLS, Mich. — Chrysler Group LLC has begun the dealer selection process for the reintroduction of the Fiat brand in the United States.
Chrysler Group expects to select dealers in about 125 markets identified for growth potential in the small-car segment. Fiat dealers will be located in approximately 41 states.
"The Fiat dealer network will be appropriately sized to serve the market opportunity," said Peter Grady, vice president of network development and fleet. "Our vision is to establish a dealer network that will reflect and enhance the brand's reputation for innovation and fun, and will offer a unique, personalized customer experience."
Chrysler Group will send dealer application guides to dealers in the identified markets, which will contain specific Fiat dealer requirements and instructions on submitting a proposal. The guide presents details on facility, sales strategy, accessory sales, service and parts departments, training curriculum and financial requirements. Basic guidelines include:
• Location - The majority of dealerships will be located in the identified markets.
• Eligible Dealers - Proposals from Chrysler Group's best performing dealers will have preference in the identified markets.
• Dealer Performance - Chrysler Group will evaluate interested dealers on volume performance, minimum sales responsibility accomplishment, capitalization and overall Dealer Standards score. In addition, the company will individually evaluate the proposed facility and customer handling metrics.
• Fiat Facility: A completely separate facility will be required to represent the Fiat brand.
• Fiat Team: A separate Fiat team will be required to sell and service the Fiat brand.
• Fiat Standards: Fiat standards will be unique from existing Chrysler Group Dealer Standards.
• Financial: Dealer candidates will have to show that they have the financial resources necessary to support the introduction of the Fiat brand.
Dealers located in target markets will be invited to attend a meeting in Chrysler Group World Headquarters in Auburn Hills, Mich. Chrysler Group plans to officially announce its U.S. Fiat dealer network locations in September.
EFI 2026 will take place April 13–15 at The Cosmopolitan Las Vegas.
Read More →
In this video, Reese Dailey explains how effective follow-up drives better results across the dealership, including increased sales, higher F&I penetration, and stronger customer retention.
Read More →
‘So You Think You Can Do F&I’ is a live role-play contest taking place at the 2026 Ethical F&I Managers Conference.
Read More →
Deal volume ebbed and flowed throughout 2025, but product performance remained steady, according to automotive technology and data intelligence solutions provider StoneEagle.
Read More →
A new top 10 list ranks the least expensive for average full insurance coverage on a clean driving record and high driver credit scores.
Read More →
Try following these 20 steps to greater success in the dealer F&I office this year.
Read More →
A TransUnion study found that relationship-driven sales models proved to be important, as consumers who used an agent had a lower shopping intensity than those going it alone.
Read More →
2025 brought consumers relief after years of rate hikes, but 2026 could bring renewed policy pain, depending on how U.S. trade policy affects prices.
Read More →
In this video, Reese Dailey of the Automotive Training Academy by Assurant reveals strategies to make cash deals profitable without relying on monthly payment bumps.
Read More →
Suite of new APIs, product enhancements and integrations is designed to help maximize contracting and funding efficiency for lenders and their dealer partners.
Read More →
