AutoBlog.com reported that Fiat has sold only about 30% of the new 500s they had planned to sell this year after investing millions each to build a stand-alone Fiat dealership.
Not having a strategy is expensive.
Not having a clue is disastrous.
This kind of failure goes way beyond bad advertising. After all, if bad advertising was all it took to kill a product, we wouldn't have Mentos, AT&T, or Velveeta.
The real question here is what led Fiat to believe that the 500 would be a success in America in the first place? Was there a need in the market for an Italian Mini? Does it offer anything substantially different or better than what's currently on the market?
Cool, competent and interesting isn't enough in a competitive market. It has to be better.