When John Montgomery saw Pope Francis pull up to meet President Obama in a Fiat he was ecstatic. Montgomery is the president of Fiat Club America, a 1,500-member international club of Fiat brand cheerleaders.
Pope Francis choosing Fiat as his official ground transportation affirms the Fiat brand. Montgomery says a hurdle for Fiat is getting people to look beyond the cars’ unflattering past. His hope is that people will recognize that, just as a new pope brings new energy, a new Fiat means new possibilities.
The Fiat brand has been steadily growing in North America, selling nearly 250,000 cars since its return to the region in 2011.
Montgomery says that’s another important point: Fiat is the only brand he knows of to successfully return to North America. “It’s really hard for a car brand to come back, but solid commitment is part of the DNA of Fiat. That DNA is distilled into their products – humble and efficient, a solid investment.”
While humble, Fiats also are distinct. The Fiat 500 offers 15 color options and 11 different interior styles. Montgomery calls the brand austere with the richness, appeal and the stylistic flair of Italian culture. “Expressing the passion of the designer without the encumbrance of committee is what the Italians do best, and that trickles down into the Fiat brand.”
Fiat does meet a need for utility and efficiency. It also is a humble investment. In the post-Neon market it provides intentional diversity for partner Chrysler, offering an economy-car line that has flair and is frugal and fun.
I asked Montgomery what he likes best about supporting and promoting the Fiat brand and he said: “Our members love the powerful emotion of Fiat – they turn heads. You come out of a store and there are people waiting by your car to ask you about it. Fiat Club America wants to share and expand that emotional connection.”
Brian Braudis is an auto industry veteran and leadership expert helping executives who want to increase clarity, confidence and control and deliver greater performance, commitment and execution. He can be reached at [email protected]
