FIAT marked its 125th anniversary in 2024 with record-breaking achievements across multiple markets. The brand solidified its position as the top global brand for Stellantis, leading in four key domestic markets—Brazil, Italy, Turkey, and Algeria—spanning three continents (South America, Europe, and Africa). Each market was dominated by a different flagship model: Strada, Panda, Egea, and Doblò.
FIAT’s performance in South America and Europe showcased its market adaptability. In South America, the brand emerged as a market leader, particularly in Brazil, while in Europe, it maintained leadership in the A and electric vehicle (EV) segments. The Fiat 500e led the EV market, and the Panda and Ducato stood out in their respective categories.
Global Sales and Market Highlights
Global Sales: FIAT sold over 1.2 million vehicles globally in 2024, balancing its transition toward electrification in Europe and delivering strong results in South America.
Brazil: FIAT held 20.9% of the Brazilian market with 521,000 units sold, outperforming its closest competitor by 118,000 vehicles. The Fiat Strada topped sales with 144,000 units, securing its position as Brazil’s best-selling vehicle for the fourth consecutive year. The brand also led the pick-up, hatchback, and van segments, with the Fiorino dominating the van market for the 11th year.
Italy: FIAT remained the top brand in its home market, with a 10.8% share and over 190,000 vehicles sold. The Fiat Panda led passenger car sales with 102,000 registrations, while the Ducato strengthened FIAT Professional’s leadership in commercial vehicles. Electric commercial vehicles also saw growth, with a 16.6% market share.
Turkey: FIAT maintained its dominance in Turkey for the sixth consecutive year with an 11.2% market share. The Fiat Egea was the top-selling car, with over 84,000 units sold, while the Doblò excelled in light commercial vehicle sales.
Algeria: FIAT achieved an impressive 62% market share in Algeria, driven by strong sales of the Doblò, which accounted for 27,000 units. The Oran plant played a crucial role in the brand’s growth in Africa.
CEO Remarks
Olivier François, FIAT CEO, and Stellantis Global CMO highlighted the brand’s achievements:
“FIAT’s 125th anniversary was marked by a solid global performance, with more than 1.2 million vehicles sold. In South America, we achieved market leadership, particularly in Brazil, where one in every five cars sold is a FIAT. In Europe, our leadership in the EV A segment and commercial vehicles continues to thrive. Looking ahead, 2025 will be pivotal with the launch of the Grande Panda in electric and hybrid versions and the new 500 Hybrid.”
With plans to expand its electrified lineup and introduce key models like the Grande Panda and 500 Hybrid in 2025, FIAT aims to sustain its momentum and strengthen its market presence globally. Hopefully, the Philippines will be next in line, as the Fiat Panda and the Fiat 500 could make great city runabout vehicles in Manila.
