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AUBURN HILLS, Mich. — Chrysler Group announced this week that it is now looking for dealers that can help the automaker reintroduce the Fiat brand in the U.S.

However, only about 125 dealers in select markets throughout 41 states will make the cut. And to do so, they must meet some stringent requirements laid out by Chrysler.

Chrysler has apparently already selected the markets and will send application guides highlighting the requirements, as well as providing instructions on submitting a proposal to likely dealer candidates. The guide covers facility, sales strategy, accessory sales, service and parts departments, as well as training curriculum and financial requirements.

For instance, basic guidelines include:

—Location: Most of the stores will be located in specific markets identified by Chrysler.

—Eligible Dealers: Proposals from Chrysler's best performing dealers will have preference in the identified markets.

—Dealer Performance: The automaker will review interested dealers on volume performance, minimum sales responsibility accomplishment, capitalization and overall dealer standards' score. Moreover, the company indicated it will individually evaluate the proposed facility and customer handling metrics.

—Fiat Facility: A completely separate facility is required to represent the Fiat brand.

—Fiat Team: In addition to a separate facility, a separate Fiat team is required to sell and service the brand.

—Fiat Standards: Standards will be completely unique from existing Chrysler Group Dealer Standards.

—Financial: Dealer candidates must show they have the financial wherewithal necessary to support the introduction of the brand.

Slated first to enter the U.S. market is the New Fiat 500, which recently celebrated its 53rd anniversary of its introduction to Europe. Chosen dealers will have the opportunity to begin selling this model later this year, as well as the Fiat 500 Cabrio in 2011.

"The Fiat dealer network will be appropriately sized to serve the market opportunity," noted Peter Grady, vice president of network development and fleet for Chrysler. "Our vision is to establish a dealer network that will reflect and enhance the brand's reputation for innovation and fun, and will offer a unique, personalized customer experience."

Dealers who fit the needs for the brands in the select markets will be invited to attend a meeting in Chrysler Group World Headquarters in Auburn Hills, Mich.

The automaker expects to name the selected Fiat dealers in September.

While dealers are likely interested in this new endeavor, Jack Nerad, executive editorial director and executive market analyst for Kelley Blue Book's Kbb.com offered some realism.

"Chrysler has chosen a very difficult time to ask its dealers to invest in a new Fiat franchise," he explained. "Most dealers are still finding the economic seas of 2010 to be very choppy, so asking them to take a leap of faith and make a significant investment in facilities and operations on a new (albeit very old) brand is a challenging proposition.

"But Chrysler executives obviously feel that if the Fiat 500 launch is going to be as successful, as it could be, it will require a separate brand experience, a la Mini," Nerad added.

In light of that assessment, Nerad posed two other questions about what might happen with the Fiat brand in the United States.

First Nerad asked, "Will the Fiat 500 capture the imaginations of a significant number of consumers in much the same way Mini was able to?"

And then Nerad wondered, "Will Fiat be able to follow the 500 with variants and/or additional models that will help make the substantial investment dealers must make in the effort a profitable endeavor?"

"In the past 18 months we have seen the biggest elimination of auto brands that we have experienced in decades, and consumers don't seem to be thirsting for another brand," Nerad pointed out.

"Yet, the Fiat 500 is a highly praised car that seems to speak to this era of spiraling fuel economy standards," he went on to say. "One might view the unfolding initiative as a dealer referendum on Fiat's future in the United States."