Fiat issues RFI as it launches first US car in recent history

AUBURN HILLS, MI: Italian automaker Fiat issued an RFI for consumer PR support in the US, sources said.

AUBURN HILLS, MI: Italian automaker Fiat issued an RFI for consumer PR support in the US, sources said.

The RFI follows the company's 2009 alliance of then-bankrupt Chrysler, as well as the recent launch of Fiat 500, its first name brand car in the US in 27 years.

Ariel Gavilan, head of international communications at Chrysler Group, said he could not confirm nor deny a review.   

“Even if we would be conducting a search, it's a matter of corporate policy that we don't comment on advertising, engineering, or PR reviews,” he said.

Sources familiar with the review noted the company issued requests to various agencies within the past few weeks.

Fiat's global brands include Alfa Romeo and Ferrari.  

Upon the announcement of the Fiat 500 debut this month, Fiat and Chrysler CEO Sergio Marchionne told Advertising Age, "We want Fiat to be a global brand, and the 500 is the perfect vehicle with which to re-open the conversation with Americans."

The brand plans to leverage events such as Art Basel and South by Southwest, as well as digital marketing and PR, according to what Fiat USA CEO Laura Soave, formerly GM of marketing at Volkswagen, told Ad Age at the Fiat 400 launch.

Fiat split itself into two separate companies - the Fiat car business and Fiat Industrial SpA truck and tractor business - on January 1. The New York Times reports that it might raise its stake in Chrysler Group to 51%, prior to a Chrysler IPO planned for this year.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in