The three men who run the struggling Fiat brand in North America say cheap fuel prices are only part of what's ailing the small-car marque, and that it is up to Fiat Chrysler -- not its dealers -- to fix the problem.
In interviews this month at the Detroit auto show, Fiat global brand boss Olivier Francois, Tim Kuniskis, head of Fiat in North America, and Bob Broderdorf, who runs the brand's day-to-day operations in North America, said FCA must generate more traffic in dealer showrooms. To do so, FCA is likely to focus on product marketing aimed at differentiating Fiat products from one another.