The writer is a retired Dodge dealer.
To the Editor:
Fiat execs have nobody to blame for their bumpy road but themselves.
Instead of requiring huge investments and separate showrooms, Fiat should have just given the franchise to all its existing Dodge-Chrysler-Jeep dealers for the cost of the brand sign, required special tools and a minimal parts inventory.
More customers would have seen Fiat 500s accidently in Dodge-Chrysler-Jeep showrooms than walked into Fiat-only showrooms.