Chrysler Dealers Get Fiat Pitch

Chrysler dealers now have a month to decide if they want to add Fiat's to their franchises.

Dealers who were at a private meeting today say that Chrysler indicated it has plans beyond the Fiat 500, that comes out later this year, but they didn't get specifics on a product lineup.

"It looks like they'll be enough vehicles, however, they didn't show us and they didn't committ to any," said Carl Galeana, who owns a number of dealerships.

Galeana, who owned one G.M's original Saturn dealerships, said the presentation reminded him of the early days of Saturn.

"It's very customer focused," he said. "Everything they talked about is how the customer is unique. And how not only the training, but the experience has to be unique. They've got some big plans for their brand."

Listen to Jeff Gilbert's Interview with Dealer Carl Galeana.

The Fiat 500 will debut in December, and will mark a return of the brand to the U.S. after nearly thirty years.

Fiat last sold cars in the U.S. in 1983, but pulled out of the country after a string of quality problems that gave it the nickname ``Fix it Again Tony.'' On one model, warranty repair costs wiped out any profits in the U.S.

Until recently, Fiat had a similar reputation in Europe, but industry analysts say the company's new models are vastly improved.

The Fiat 500 will be built in Toluca, Mexico.

The car will be sold by about 165 Chrysler Group dealers, mainly in big city areas. Chrysler, Dodge and Jeep dealers who gathered in Detroit Monday are being asked to build separate showrooms and have separate sales and service staffs for the cars.

Chrysler wants to create a distinctive European aura for the 500. It will come in standard, convertible, high-performance and electric versions. Dealers also saw some future Fiat models, but Chrysler wouldn't comment on what they saw.

``Our dealers will be able to interact with a group of individuals that are not part of their current customer base,'' said Laura Soave, a former Ford Motor Co. and Volkswagen AG executive who is now head of the Fiat brand in North America. ``These are individuals interested in Italian automotive design coupled with fuel efficient technology.''

Dealers have until Sept. 22 to apply for Fiat franchises. Chrysler said it will select its dealers in the fourth quarter.

Galeana walked away from the presentation very interested.

"This was step one. I'm certainly going to take step two. Who knows where that will end up. I'm certainly interested. They certainly gave us a phenomonal presentation."