"In turn, it also provides Fiat with the opportunity to expand into some of the larger platforms," she says of Chrysler's reciprocal bounty. "The Fiat brand will allow consumers to buy a European product without spending $30,000, $40,000, $50,000. It offers the U.S. a nonluxury European brand besides Volkswagen."
"Some people didn't have a great experience in the Fiats of the past. Now it's about showing people that the Fiat of today is not the Fiat of yesterday," Ms. Lindland said of the U.S. marketing tactics.