In the past, Fiat faced challenges with its Electric 500 model, as former CEO Sergio Marchionne discouraged its purchase due to significant financial losses per unit. However, Fiat’s North American Lead, Aamir Ahmed, expresses confidence in the new 500e, emphasizing its profitability compared to its predecessor.
Unlike before, when Fiat heavily discounted the car to boost sales, Ahmed believes the new 500e doesn’t require such tactics, despite its higher starting price of $32,500.
While some may question the value proposition of the 500e, with its modest 149-mile range from a 42-kWh battery, Ahmed remains undeterred. He cites positive feedback from potential buyers who appreciate its suitability for short-distance driving in a market inundated with larger electric vehicles.
Fiat aims to sweeten the deal by offering incentives like DC fast charging credits and a free Level 2 charger, with around 60% of prospective buyers opting for the charging station.
Overall, Ahmed’s stance reflects Fiat’s shift away from aggressive pricing strategies, signaling a belief in the 500e’s appeal and positioning in the market, even amidst competition from other small electric vehicles like the Mini SE.
