The Fiat 124 Spider model in theory it was declared ‘dead’ last December also in the US market, and consequently it should have disappeared from the brand’s communications if not for some specific occasion. In reality, however, the 124 Spider is like a zombie that continues to fuel the communication campaigns of the Italian brand, thanks to its end-of-life sales.
The Roadster is in fact the best-selling model of the last six months in the United States, according to Carscoops, with 873 vehicles registered. A remarkable result, considering that the Fiat 500X, the last survivor of the list, stopped at 668 units. In the last quarter, the 124 Spider came close to beating the ‘colleague’ model, stopping at 396 sales compared to 403 for the 500X.
You only have room for one more on your summer escape. Tag your passenger. pic.twitter.com/0Hnz7DUMvZ
– FIAT USA (@FIATUSA) July 14, 2021
As a result, Fiat is continuing to promote the model as if it were still a fresh novelty, and will probably do so until the dealerships run out: in the last month, for example, five tweets related to the 124 Spider have been. It won’t last much longer, however: it is assumed that there are still very few unsold models to place.
In June, a timid recovery in Europe
In 2019 Olivier François had sanctioned the end of the 124 Spider adventure, declaring the continuation of the model in the future or a reinterpretation of it unlikely. The history of the car was unfortunate: Fiat had tried to achieve results in a segment where the Mazda MX-5 was and is an undisputed icon, using an iconic name and essentially the same platform as its rival. The market sanctioned the defeat of the 124 Spider, certainly in Europe; while in the United States the long tail of the car’s stocks made it possible to arrive at this strange situation.