Company: Fiat Chrysler Automobiles
Brand value: US$1,130 million
Headquarter city: Turin
Year formed: 1899
Fiat was the first Italian car manufacturer to launch, and quickly became part of the history of Italian mobility and the national economy. It is widely recognized at home and abroad as the car of Italian people, offering a wide range of vehicles but with a specialist focus on the compact category. The first model produced was the 3½ HP, produced in 1899 by 150 people working at Fiat’s Turin factory. Just 24 were made. Fiat played a significant role in Italy’s economic recovery following World War Two, employing more than 85,000 people. The company remains one of the country’s biggest employers. Since the year 2000, under the guidance of CEO Sergio Marchionne, the Fiat brand has undergone a revival following a period of stagnation. was appointed as a new CEO to relaunch FIAT. The focus is on leveraging the history of the brand and the affection people have for its classic models, but reinventing it in a modern way. In 2007, a fresh version of the iconic Fiat 500, which first appeared in 1957, marking a turning point for Fiat. Since then there have been relaunches of other classic models, including the Abarth 500, the 500L, the 500X and most recently the Fiat 124 Spider, which first launched in 1966. Advertising focuses on the latest-release models, highlighting style and sporty features, in a light-hearted way. The Fiat 500X commercial aired during the Super Bowl 2015, for instance, introduced the all-new crossover as a version of the successful 500 powered up by a “blue pill” accidentally dropped into the open gas tank. Parent company Fiat Chrysler Automobiles is listed on the New York Stock Exchange and the Borsa Italiana in Milan.