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Marchionne Maps Out Fiat Revamp
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Fiat's Marchionne's decision to focus on the Fiat 500 and the Panda city car in the price sensitive European market. Fiat has no success in selling its Bravo larger car. In 2011 sales of the Bravo model were only 32,036 compared to VW Golf model sales of 522,370 in Europe, according to IHS Global Insight. Sales of the Fiat 500 were 119,836 units vs. sales of 83,150 for the BMW Mini in the first half of 2012. Fiat has suffered more than other automakers in the European market with sales decline of 16.7% compared to 7.2% decline for the overall market, for Jan-Sept 2012. Fiat's new plans are for five new Fiat models and three new Fiat light trucks in Europe between 2013-2016. Fiat launched the 500L minivan in Europe in Sept 2012. Fiat's European factories are running at 45% of capacity on average, and the European operations are likely to burn through 700 million euros in 2013, similiar to 2012, unlikely to breakeven before 2015 or 2016. This makes getting the product decisions right critical for Fiat. Fiat's chief in Europe, Gianluca Italia talks of the functional and emotional soul of Fiat cars for Europe in a emphasis on making Fiat's models in the price sensitive segments more distinctive and commanding a premium in the European market. Fiat's 500 has about a 25% premium over a similiar Ford Ka in its segment. The new Fiat 500 models will be exported to Asia and Latin America in an effort to increase capacity utlilization in its Italian factories.
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