Fiat SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 27, 2020

SWOT analysis of Fiat analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Fiat SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Fiat to benchmark its business & performance as compared to the competitors and industry. As of 2020, Fiat is one of the leading brands in the automobiles sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Fiat competitors and includes Fiat target market, segmentation, positioning & Unique Selling Proposition (USP).

Fiat SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Fiat Brand Analysis
Parent Company

Fiat Chrysler Automobiles


Hatchback, Sedan



Tagline/ Slogan

Simply More; Driven by passion. FIAT


Fiat offers elegant, unique design and affordable global luxury brand of cars

Fiat STP
Fiat Segmentation

Complete automobile segment including hatchbacks, sedans & SUV’s

Fiat Target Market

Young executives from the upper-middle income bracket

Fiat Positioning

Fiat is an automobile company which gives you the passion of driving

Fiat Product Portfolio

1. Fiat Linea

2. Fiat Palio Stile

3. Fiat Punto

4. Fiat Avventura

The above mentioned brands are the prominent products under the Fiat product portfolio.

Fiat SWOT Analysis
Fiat Strengths

Below are the Strengths in the SWOT Analysis of Fiat:

1. Joint venture operations are found in Italy, France, Turkey, India, Pakistan, China, Serbia and Russia.

2. It has over 130,000 employees globally and has production capacity of over 2 million cars a year

3. Fiat was the world's ninth largest carmaker and the largest in Italy

4. Fiat has formed a joint venture with India's TATA Motors and China's Chery motors.

5. Fiat has various brands associated with it like Ferrari, Masserati, Alpha Romeo

6. The brand has good advertising and marketing through print media, TV, online ads etc 

7. The company manufactures close to 1.5 million car units every year

Fiat Weaknesses

Here are the weaknesses in the Fiat SWOT Analysis:

1. Limited market share as compared to other big car brands

2. Fiat has not been able to become a leading car player in emerging economies

Fiat Opportunities

Following are the Opportunities in Fiat SWOT Analysis:

1. FIAT can focus on developing hybrid cars and fuel efficient cars for the future

2. Tapping emerging markets across the world and building a global brand

3. Fast growing automobile market can be an opportunity

4. More advertising and focus on services can help Fiat tap newer geographies

Fiat Threats

The threats in the SWOT Analysis of Fiat are as mentioned:

1. Government policies for the automobile sector across the world

2. Ever increasing fuel prices can lead to reduction in car sales

3. Intense competition from global automobile brands can reduce FIAT's market share

4. Substitute modes of public transport like buses, metro trains etc

5. Groundbreaking innovations challenge existing excellence in production

Fiat Competition

Below are the top 12 Fiat competitors:

1. Honda Motors

2. Ford Motor Company

3. Toyota Motor Corporation

4. Chevrolet

5. Nissan Motors

6. Mitsubishi Motors

7. Maruti Suzuki

8. Tata Motors

9. Skoda Auto

10. Volkswagen

11. Volvo

12. Hyundai Motors

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Fiat. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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