Fiat Reputation Redo Might Include a New PR Firm

Welcome back, Fiat. After a 25-year hiatus from the United States, Washington dealerships will start selling the new Fiat 500s next month.

But as a Washington Post article points out, “Fiat faces established rivals and will have to overcome a past reputation for unreliability.” The story quotes auto analyst Rebecca Lindland of IHS Global Insight on where the company’s re-entering the American landscape from. “‘Fix it again, Tony’ is what it’s been called,” she says. “And the company didn’t exactly leave the States on a high note.”

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