Italy is the first country to publish its registration figures for the year 2024, and the results for Fiat are clear: the brand records a decrease of -17.63% compared to 2023. While Fiat is struggling to maintain its market share, a detailed analysis of these figures reveals thatone car does almost all the work: the Fiat Panda.
Fiat figures in Italy in 2024: an alarming fall
In 2024, Fiat registered 143,814 vehicles in Italy, compared to 174,587 in 2023, a net decrease of 17.63%. However, one detail jumps out: of these 143,814 sales, almost 70% (or 99,871 units) are exclusively attributed to the Fiat Panda. A model which, on its own, has become the pillar of Fiat in Italy.
The Fiat Panda continues to reign supreme, ranking first of the top best-selling cars in Italy in 2024all brands combined. Fiat’s strategy to maintain this model until 2030 is now clearer: the Panda must remain available and accessibleparticularly in its national market, where it remains a flagship model. The brand is therefore placing its entire strategy on the continuity of the Panda, but will also have to be attentive for the new version expected after 2030.
Other Fiat models are struggling to take off
Behind the Fiat Panda, there is no great satisfaction for Fiat. In 24th place among the best-selling cars in Italy, we find the Fiat 500 with 17,138 registrations. But what is striking is that only 2,345 of these models are electric versions. This figure demonstrates that the electric Fiat 500, although manufactured in Italy, remains too expensive for the Italian consumer. The latter prefers to turn to hybrid models, in particular the version made in Poland, which is more affordable.
The Fiat 500X, another old model, figure in 40th position with 11,278 salesand for this model. As for the all new Fiat 600elle not even in the top 50 best-selling vehicles. Over the whole of 2024, only 934 registrations are recorded for the electric version of the Fiat 600. A relatively modest figure for a model which was to embody the future of the brand.
Relaunch sales with the Grande Panda
Faced with this observation, Fiat must absolutely act in 2025. The launch of the Grande Panda Thermal Hybrid seems to be the best solution to boost sales. This hybrid model could breathe new life into Fiat, particularly in Italy where the Panda remains an absolute benchmark. With an attractive price, this model could attract consumers looking for a modern, affordable hybrid vehicle.
At the same time, Fiat is preparing the launch of new versions of the Fiat 500 electric and 500 thermal hybrids, the release of which is scheduled for November 2025 (see our article Fiat: these 4 new products expected in 2025). These models could constitute a real response to the expectations of Italian consumers who favor affordable prices.
It is important for Fiat to govern, and quickly. Lack of anticipation concerning the launch of the new 500 hybrid, a price drop for the electric 500, and the launch of the Grande Panda thermal hybrid to be paid for in 2024. Remember that Italy is still Fiat’s second largest marketbehind Brazil and ahead of Turkey.
