Fiat first entered the U.S. market in 1958 and sold 21,156 cars, besting such foreign brands as Opel, Simca, and Vauxhall. Sales trickled off in the mid-60s as more competitors appeared, but Fiat retooled in time to see its sales spike along with gasoline prices to 100,511 in 1975. Sales declined once again as Americans switched back to larger vehicles and quality became a deterrent, causing Fiat to withdraw from the U.S. in 1984.
Now linked with Chrysler, Fiat returns with its popular 500 minicar. The pet project of Sergio Marchionne and a hit in Europe where it is known as the Cinquecento, the 500 will be built in Mexico and will reach dealers in a matter of weeks. A cabrio model arrives in the spring. Fiat hopes that appealing looks and exemplary fuel economy will trump any lingering ill feelings toward the Fiat brand.
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