Fiat secured its position as one of the best-selling cars in Europe for over 100 years, even enduring WWII. By this point, the word of Fiat’s innovative technology had spread to the U.S. and the demand was only getting stronger. This encouraged Fiat to establish a more permanent operation within the U.S. and secured itself as a household name. The rest is history.
INNOVATION, RESILIENCE & RESURGENCE
This is a story of innovation, resilience and resurgence. Fiat’s journey began when the Italian entrepreneur, Giovanni Agnelli, opened the first Fiat factory in Turin, Italy. Agnelli, along with a group of local investors coined their new venture ‘Fabbrica Italiana Automobili Torino’ (FIAT). The factory was small in size and only employed around 150 people each day. However, this small venture was soon to see global success within a mere 8 years.