(July 5, 2010) Chrysler has begun the dealer selection process for the reintroduction of the Fiat brand in the United States.

The Fiat brand will feature the New Fiat 500, which recently celebrated the 53rd anniversary of its introduction in Europe. Dealers will begin selling the iconic Fiat 500 late this year and the Fiat 500 Cabrio in 2011.

Chrysler expects to select dealers in about 125 markets identified for growth potential in the small-car segment. Fiat dealers will be located in approximately 41 states.

“The Fiat dealer network will be appropriately sized to serve the market opportunity,” said Peter Grady, Vice President of Network Development and Fleet, Chrysler Group LLC. “Our vision is to establish a dealer network that will reflect and enhance the brand’s reputation for innovation and fun, and will offer a unique, personalized customer experience.”

The automaker said existing Chrysler, Dodge, Jeep and Ram dealers will get a chance to apply to sell the Italian Fiats, but they must be able to operate separate facilities with different sales and service teams in order to win a franchise.

Letters will go out today to Chrysler Group’s roughly 2,300 dealers nationwide giving them general guidelines for applying to become Fiat dealers. More specific requirements will come in application packets for interested dealers.

“Dealers are going to have to demonstrate how they will market, sell and service Fiat vehicles with a new customer service model,” said spokesman Ralph Kisiel.

He would not say if dealers will have to pay to buy a Fiat franchise. Generally, interested dealers must be in the 125 designated markets, meet customer satisfaction and minimum sales requirements, and show that they have the financial resources to support the brand, Chrysler said in a statement.

Dealers outside the 125 identified markets will be considered for Fiat franchises provided they meet all the performance standards and financial requirements, Kisiel said.

Fiat last sold cars in the U.S. in the 1980s.

Chrysler will send a Dealer Application Guide to dealers in the identified markets containing specific Fiat dealer requirements and instructions on submitting a proposal. The guide presents details on facility, sales strategy, accessory sales, service and parts departments, training curriculum and financial requirements.