Fiat Spottet Über Teslas Cybertruck, Aber Eigene Verkaufszahlen Sorgen für Stirnrunzeln: Ein Blick auf den Elektroauto-Markt

Fiat mocks Tesla's Cybertruck, yet their own electric 500 isn't selling well

Fiat's 500e takes a jab at Elon Musk in an Instagram video as Fiat halts production at their Mirafiori plant

It's a showdown between Fiat's 500 Electric and Tesla's Cybertruck – at least, that's the scene on Fiat USA's Instagram page. Here, the compact car teases Elon Musk's formidable pickup with some playful mockery.

A diss track – a song designed to mock, criticize, or even insult one or more individuals – in an automotive twist, clearly meant to be humorous, to showcase all the virtues of the electric Fiat 500.

Photo Gallery: Live Reveal of the 2024 Tesla Cybertruck

Unfortunately, Fiat is currently dealing with its own issues as well. Both the Italian and American models aren't faring well – the former due to poor sales figures in the US market, and the latter facing reliability issues that have led to multiple recalls for the California-based manufacturer…

Smaller is Better

Comparative advertising has long been a staple in the US, and the reel released by Fiat fits this trend, employing a great deal of irony.

From the ultra-angular shapes to the oversized dimensions (with the Cybertruck stretching 5.6 meters and the 500e at 3.61 meters) to the overall design approach, everything seems to mock the various elements of the Tesla. It concludes with the proclamation of "what an electric car should be," a title implied to be fit for the 500e but not, according to Fiat, for the Cybertruck.

However, it raises the question: Do Americans see it the same way?

Need or Desire

To gauge the perception of the Fiat 500 Electric beyond the vast ocean, we sought the insights of our colleague Patrick George, editor at InsideEVs USA.

Americans have high expectations for their vehicles; they want them to be capable of anything. When forking over $30,000 to $35,000 for an electric vehicle, as is the case with the 500e, consumers are looking for substantial driving range, ample space for family, and suitability for extended trips. Apart from a few urban areas like New York and Washington, city cars don't have much appeal across the United States. It's possible that people might assess the expense and opt for a larger vehicle instead. Fiat's promotional video excellently makes the case for choosing an electric car based on desire rather than necessity, yet the 500e may not align with the majority of American drivers' preferences. The video concludes with the phrase "what an electric car should be," and that's an accurate statement. However, it's a challenge to dictate to people what they should prefer in a vehicle. Outside of locations like New York and Washington, city cars are not a popular choice in America.

People might evaluate the expenses and conclude that they desire something more substantial. The Fiat commercial is impressive and effectively communicates the message that one should purchase an electric vehicle based on preference rather than necessity. However, a 500e may not align with the typical American's vehicle desires. The commercial concludes with the notion of what an electric car should embody, which is accurate. Yet, it's challenging to dictate to individuals what they should possess.

Tesla surpasses Fiat

Another essential truth is worth noting: pick-up trucks hold immense appeal among American drivers. Their large size allows for versatile driving conditions and ample cargo space, and let's emphasize again, their size matters significantly to those across the Atlantic.

The electric version of the Fiat

Tesla's Electric Pickup Truck

Currently, electric vehicles such as the Tesla Cybertruck are still working to gain a solid foothold in the market. However, data indicates that over 11,000 units of this sharply-designed vehicle have been sold in the first half of 2024 alone. By the year's end, the Cybertruck could potentially overtake the current market leader, the Ford F-150 Lightning, to become the top-selling electric pickup truck in the United States.

What about the electric Fiat 500? The message is clear: size matters. And this Italian compact car doesn't meet the preferences of those who favor the Stars and Stripes. (A realization Smart came to quite harshly many years ago.) The bottom line: In the first half of 2024, a mere 204 of these vehicles were sold (according to PR Newswire).

Moreover, there's the matter of battery size: The Cybertruck's batteries support a driving range of up to 547 kilometers, while the 500e, according to factory specifications, can only manage 320 kilometers. It's somewhat like a modern-day David versus Goliath scenario, where the only projectiles thrown are jokes and jibes. And in this case, the giant triumphs, without question. This holds true from a manufacturing perspective as well; Tesla assembles 204 Cybertrucks in a mere three days.

Additional updates from Fiat:

Aside from the challenges in the United States, which is facing its fourth recall for the Cybertruck, production continues without pause. Meanwhile, in Italy, the Mirafiori factory responsible for manufacturing the 500e will cease operations at least until November.

A signal of a crisis reaching beyond just the sales in the United States, leading to the introduction of a 48V hybrid version of the 500e by 2025 at the latest. This comes after the discontinuation of the popular combustion engine model 500 in the summer of 2024.

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