The Brand

Founded in Turin in 1899, Fiat has a more than 120-year-long tradition in the design of small and medium-sized city cars, which are ambassadors of “Made in Italy” and expressions of innovative technological solutions accessible to all.

In 2019, Fiat celebrated its 120th anniversary, a milestone that very few car manufacturers can claim, with the world premiere of the Fiat Concept Centoventi at the Geneva International Motor Show. This revolutionary concept car represents the brand’s vision of democratic electric urban mobility – further proof that the brand will continue to be a pioneer in offering affordable solutions for the mobility needs of the future.

Today our mission is to re-think the traditional approach to urban mobility, responding to the need for “freedom of movement” in the city centers of tomorrow. And, naturally, our starting point will be the icon of the brand: the Fiat 500.

Launched in 1957, the Fiat 500 was the car that revolutionized the concept of mobility and “motorized” Europe. With over 6 million units sold in more than 100 countries, the Fiat 500 has become an icon of style, design and “Made in Italy” around the world. And today, the 500 is preparing for another revolution that will make Fiat the greenest FCA brand.

The new Fiat 500, revealed in Milan in March 2020, will lead the way for the brand’s electric mobility strategy – full electric and 100% “Made in Italy” – bringing the car back to its hometown of Turin with production at the Mirafiori plant.

Fiat will continue to leverage on its vocations as urban and family mover, two central pillars of the brand’s DNA that will lead it to being even more global, sustainable and relevant to the urban mobility of tomorrow.


Technological innovation is at the heart of every one of our projects. We innovate to enhance the quality of driving, to ensure the safety and security of our customers and to further improve our relationship with the environment.

For more than a century, we have been driving our passion forward. We have invested that passion in our products, technologies, companies, branches, markets and groups. We have helped to change the world and we have changed with the world. We have travelled roads and made others travel them.

For more than a century, we have been building a passion. Some people call them vehicles. But we like to call them ideas, because with a passion for ideas, we can go far.


The end of the Nineteenth Century saw the birth of the modern automotive industry. Since the beginning, Fiat has lived this history and continues to do so today, always a key player on the market and in terms of innovation.