Fiat CEO Sergio Marchionne is considering an entry-level brand to battle Dacia. It could revive the Innocenti name.
Fiat CEO Sergio Marchionne is considering an entry-level brand to battle Dacia.
Speaking to Automotive News, Marchionne said "We are wondering if there is space for a low-cost brand such as Dacia in the Fiat world." He avoided specifics, but said the brand's models would be produced outside of Europe because the company couldn't make a profit by selling an Italian-built vehicle for less than €7,450 ($10,075 / £6,420).
Little else is known about the proposed entry-level brand, but it could adopt the Innocenti name which Fiat purchased in 1990. There has also been speculation that the brand could adopt 'back-to-basic' monikers such as ABC or 123.