Company: Fiat Chrysler Automobiles NV
Brand value: US$1,389 million
Change since 2018: 23%
Headquarter city: Turin
Year formed: 1899
Fiat cars are an integral part of the history of Italian mobility and the national economy. The brand is widely recognized at home and abroad as the car of Italian people, offering a wide range of vehicles with distinctive Italian styling, and a specialist focus on the compact category. Long-time CEO Sergio Marchionne, who oversaw the launch of fresh versions of classic Fiat models such as the iconic Fiat 500 and the Panda, died in 2018 and is succeeded by Mike Manley, who previously led the Jeep division of parent company FCA. The updates of classic models were designed to rejuvenate the brand and help it build appeal among millennials. Italian rapper Fabio Rovazzi is the brand ambassador for the Panda City Cross – an affordable urban crossover vehicle – featuring in a campaign running across traditional and social channels. Shortly before his death, Marchionne set out a strategy under which Fiat in Europe would be represented exclusively by the 500 and Panda ranges, while in South America the entire range would be renewed.