Fiat: 2024 global sales of Stellantis' number 1 brand decline, our analysis of the main countries

Fiat recently revealed its global figures for 2024 during a press release. With over 1.2 million units sold, the brand maintains its leading position within the Stellantis group, but these results hide a very different reality depending on the market. If Fiat boasts of being the leading manufacturer in several regions, notably in Brazil, the trend is less brilliant in Europe and on other continents. Let's discover together a more detailed analysis of Fiat's performance in 2024.

Fiat succeeds in Brazil, but falls elsewhere

Fiat unquestionably dominates the Brazilian market in 2024, recording impressive figures. With a market share of 20.9% and more than 521,000 units sold, Fiat Strada, the best-selling model, has consolidated this leading position. The performance in South America is all the more remarkable with the introduction of hybrid versions of the Pulse and Fastback models, vehicles which already seem to be carving out a place of choice in the region.

However, this Brazilian success contrasts with notable declines elsewhere. As we already revealed a few weeks ago, if we take into account light vehicles and therefore exclude utility vehicles, in Italy, the manufacturer recorded a drop of 17% in its sales compared to 2023, with only 143,814 cars elapsed. The situation is hardly more favorable in Turkey, Germany, France and the United Kingdom, where 2024 sales figures fell by 24%, 24%, 20% and 14% respectively.

Below is the table of the top 6 countries only for light vehicles.

Italy: from number 1 to soon number 3?

Over the past 10 years, Italy has often shared first position with Brazil. But since 2020 it is rather second place that is at stake with Turkey. In certain months of 2024, like November, Turkey bought more Fiats than Italy. In 2025, with the arrival of the Fiat Grande Panda, we can hope that Italy consolidates its number 2 position.

The case of Algeria: a particular market

Algeria, cited as a strategic market in the Fiat press release, presents an ambiguous situation. The impressive market share of 62% in 2024 and more than 64,000 units sold hides a reality linked to a local constraint. In 2024, this country did not have an import quota and therefore could not import vehicles. In the absence of real competition, Fiat, with its new factory in Algeria, took advantage of this opportunity to sell its production to the point of saturation. This is why Fiat achieved record sales of its 500 hybrid in Algeria.

Europe needs the Grande Panda and the 500 hybrid

Fiat continues to claim leadership in the electric vehicle segment with the 500e, a model almost alone in this niche while awaiting the return of Renault with the new electric Twingo. This leadership position seems less impressive when we take into account the absence of direct competitors.

Moreover, Olivier François, CEO of Fiat, spoke of the transition underway in the European market, emphasizing that the brand was facing a difficult period but remained confident for the future. Lhe release of the new Fiat Grande Panda, electric and hybrid, scheduled for 2025, should bring Fiat some breathing room on the European market. The 500 hybrid which will arrive at the end of 2025 will bear fruit in 2026.

Fiat can no longer do it in North America

Fiat, which had been relatively successful on the North American market during the previous decade (with the 500, 500 Abarth and 500e or even the 124 and the 500x), has completely stalled in recent years. The manufacturer has been trying for several years to sell electric 500s through a big marketing campaign, without success. It seems that Americans want, like Europeans, more accessible 500s and Abarths.