NEW YORK: FIAT North America has hired Roth Associates to conduct a PR agency review, according to a RFI obtained exclusively by PRWeek.
PRWeek first reported about the RFI in February. The document, now obtained, reveals more details on FIAT's search for a firm to support its relaunch in the US after a more than 20-year absence. FIAT "wishes to move beyond traditional automotive PR efforts, publications, and auto shows, and is looking to connect with their consumers in publications/places relevant to their passions," the RFI reads. The automaker recently rolled out the FIAT 500 this spring in the US.FIAT North America declined to comment, and Roth Associates did not return phone calls.
Following the RFI process, FIAT plans to select three candidates to pitch in an RFP, according to the document. A time frame was not disclosed.
FIAT, which has had a global alliance with Chrysler Group since 2009, recently upped its share in Chrysler to 46%, and is expected to increase its stake to 51% by the end of the year. Meanwhile, FIAT has announced plans to restructure Chrysler Group next week.