(August 10, 2010) Chrysler has invited about 600 of its dealers to attend the Fiat Experience on Aug. 30 in Detroit as it takes another step closer to reintroducing the Fiat brand, starting with the new Fiat 500, in the United States later this year.

The approximately 600 dealers were informed today that they are in one of the U.S. markets where Chrysler Group is currently planning representation for the Fiat brand.

Chrysler Group has identified 119 markets in the U.S. with strong small-car registrations and growth potential in the small-car segment over the next five years.

The Fiat Experience will provide the dealers with a comprehensive overview of Chrysler Group’s plans for Fiat in the U.S. Dealers may submit proposals for a Fiat franchise through Sept. 22.

“The requirements for Fiat are straightforward: separate sales and display at launch, transitioning to a full dealership facility as the volume grows,” said Peter Grady, Chrysler Group’s Vice President of Network Development and Fleet. “Our goal is to establish a retail network appropriately sized to serve the market opportunity.”

Chrysler Group, in selecting its Fiat dealers, will consider a number of measures, including:

    • Dealer sales performance
    • Plan for a separate Fiat facility
    • Comprehensive marketing plan
    • Compliance on dealer standards
    • Proper capitalization

Chrysler Group will announce its Fiat dealers in the fourth quarter.