AUBURN HILLS, Mich. -
— Chrysler has started selecting its Fiat brand U.S. dealer network, the automaker said Wednesday, revealing that phase-one stores have set up their plans and are preparing to receive Fiat 500 orders.
Chrysler said that it will bring in more stores by year’s end, and that it is still working with a few dealers to submit proposals. The goal is to have 119 U.S. markets with Fiat stores.
The bulk of these markets are areas where small-car registrations command a strong share of the vehicle population.
The automaker has a dealer selection team that has been going over Chrysler dealers’ Fiat applications. These potential Fiat franchisees explained their respective plans regarding facilities, marketing, sales and service in their bid for approval.
“We have carefully considered each of these dealer proposals looking for the best locations and the most creative plans,” noted Peter Grady, vice president of network development and fleet operations at Chrysler.
“We are thrilled with their level of interest in securing the Fiat franchise and in the innovative proposals they have submitted. We’re excited to be at the point where we now can start appointing our Fiat dealer network,” he continued.
Laura Soave, head of Fiat Brand North America, added: “We are looking for a customer experience that is as unique and personalized as the Fiat 500 itself. Some of the proposals are extremely creative and in many cases not only met but exceeded our expectations.
“We are looking forward to working with our dealer team for the successful launch of the Fiat Brand in the United States and offering our customers the personal experience that they deserve in our Fiat Studios,” she further noted.
The automaker also indicated that non-Chrysler stores appear willing to bring in Fiat stores, as well. These proposals are under consideration by the company, too.
Explaining some of the submitted proposals from existing Chrysler stores, the automaker said proposed plans have been wide ranging. 
A few dealers have said they plan to construct brand-new facilities to house the Fiat franchise. Some will utilize existing used-vehicle facilities and other facilities for the Fiat store. Other plans mentioned by dealers were buying former dealerships or retail shops that have been vacated.