Fiat
has held a leading role in the automotive industry since its
inception in 1899, at the dawn of Italian industrialisation. From the
moment they first appeared on the market, Fiat products, today
ranging well beyond automobiles, have been extensively developed and recognised worldwide. Its logo has become a great status symbol due
to a history of superior cars, prestige, history and tradition.
FIAT
1899 TO 1911
The
charter of Società Anonima Fabbrica Italiana Automobili Torino or
Fiat, was signed on July 11, 1899. Giovanni Agnelli was on the Board
of Directors, but quickly distinguished himself as the Company's
innovator. He was determined Fiat would be highly successful and had
great strategic vision. Because of these qualities, he became
Managing Director of Fiat in 1902.
Fiat's
First Factories and Races
In
1900, the first Fiat factory opened in corso Dante, in Turin, with a
workforce of 150 people. Fiat saw 24 cars roll off the assembly line
that first year, including the company's first model, the 3 ½ CV. By
1904, a Fiat logo had been designed as an oval with a blue
background. When Italy hosted the first Car Tour of the country, nine
Fiats crossed the finish line. By 1902, driver Vincenzo Lancia won
the Sassi-Superga uphill race, in the famous Fiat 24 hp model.
Giovanni Agnelli, President of Fiat, represented the company on the
racetrack, driving an 8 hp Fiat in the second Italian Car Tour and
set a record in that race.
In
1908, Fiat opened the Fiat Automobile Company in the US. The Company
grew in leaps and bounds: at that time, a Fiat was a luxury item in
America, costing thousands more than the average domestic car of the
period. Fiat continued to grow at a swift rate and it wasn't long
before the company expanded its product line with trucks, trams,
marine engines and commercial vehicles.
Towards
the end of Fiat's early production period, the company was to undergo
some changes, and overhaul its production. Fiat began fitting its
cars with electrical accumulators, and also patented the cardan
transmission.
FIAT
1912 TO 1925
Under
the new leadership of Giacomo Malle Trucco, construction of the
famous Lingotto factory began in 1916. It was to be the largest
factory in Europe, with a unique five floors assembly line that
finished with a futuristic test track constructed on the building's
roof. The factory was completed in 1922 and became the symbol of the
automotive industry in Italy for decades to come. During WWI Fiat
devoted itself to supplying the Allied Forces with weapons, aircraft
and vehicles.
New
Sectors
Fiat
began to explore new sectors before and after WWI, becoming active in
electricity, public transportation lines, railways and the steel
industry. A subsidiary was established in Russia and Fiat
Lubrificanti was founded.
Crisis
and Recovery
When
the war ended, a time of crisis hit Fiat and the company's factories
were briefly held by workers of the Italian Socialist Party in 1921.
Fortunately recovery came quickly and, by 1923, Fiat was already
showing signs of growth, due in part to some very effective
cost-cutting policies. At this time, Giovanni Agnelli was promoted to
the position of CEO of Fiat. Several new car models were released,
including the four-seat 509. Fiat set a goal to create industrial
mass production in order to decrease the cost of their cars. A
holding company was established to enable purchasers to pay for Fiats
through installments. As the company grew worldwide, Fiat also grew
internally between 1912 and 1925. They were quick to recognise their
employees' needs and established a health care plan, sports clubs and specialised schools.
FIAT
1926 TO 1938
When
Mussolini's come to power in Italy, Fiat had to abandon many of its
plans for an international presence. Fiat would now concentrate on
producing the needed equipment for the domestic market. The company
responded with new technology and designs in commercial vehicles,
trucks, as well as railways and aircraft's.
Two
new Fiat cars were introduced between 1934 and 1936. The Topolino was
the smallest utilitarian car in the world, and continued to be
produced until 1955. The Tariffa Minima, better known as the Balilla,
was very popular because of excellent gas mileage.
The
Mirafiori Plant
The
Mirafiori Plant was a brand new factory that introduced advanced
principals for industrial organisation in 1937. The factory's focus
was directed toward mass production and greatly increased Fiat's
output capacity.
FIAT
1939 TO 1964
When
WWII broke out, the production of cars nearly ceased, as Fiat
manufactured commercial and military vehicles, aircraft, weapons and
machinery for the war effort. By the end of the war, Giovanni
Agnelli, the President of Fiat, died in 1945. Vittorio Valletta was
to lead the company in post-war Italy.
During
WWII, many of Fiat's factories were destroyed, but by 1948
reconstruction had begun. Fiat's profits increased considerably and
more employees were hired to fulfill the company's commitment to
innovation and research after the war.
Two
new cars, the 500 and 1400 were introduced and mass production
included the installation of heating and ventilation systems for the
first time. Fiat continued its research on aircraft and marine
engines and in 1951, the G830 jet aircraft was born: the first for
Italy.
The
1400 diesel was introduced in 1953. By 1958, Fiat had grown in the
production of both cars and farm machinery and established plants
abroad while doubling the Mirafiori complex. Italy was in the middle
of an economic boom and its automobile sector was the driving force
behind it, fuelled by Fiat innovation.
New
Fiat Models
The
Fiat 600 was introduced in 1955 and was a big utilitarian automobile
with the engine mounted in the rear. The New 500 was released in 1957
and by 1960, the Giardinetta version was produced - a precursor of
the Station Wagon. This was also the time when well-known models like
the Fiat 1300, 1500 and 1800 were released.
FIAT
1965 TO 1977
Fiat
continued to experience growth of production into the mid 1960s, in
both exports and domestic sales. Car ownership in Italy changed from
one car for every 96 Italians to one in 28. Fiat was poised to take
advantage of the increase and established several factories in
southern Italy. However, this was also the beginning of the infamous
trade union conflicts and so, by 1969, millions of man hours were
lost to strikes all over Italy.
Changing
Fiat Presidency and New Models
The
grandson of founder Giovanni Agnelli, Gianni Agnelli, became
President of Fiat in 1966. Like his grandfather, he ensured the
company followed a trend of innovation with increased automation in
the production process. The first new Fiat to be released during
these years was the 850, followed in 1971 by the 127, which was a
great success. The 127 was the first Fiat to have front wheel drive
and was named Car of the Year 1971.
FIAT
1978 TO 1990
To
keep Fiat on the path to automation of production, Robogate, a
flexible robotic system for assembling bodywork was introduced to
factories in 1978. Fiat was also becoming an economic, as well as
industrial powerhouse, as it began to acquire other well-known
Italian brands such as Lancia, Ferrari, Alfa Romeo and Maserati: Fiat
became Fiat Auto S.p.A. Between 1978 and 1990 Fiat also setup
numerous operations as independent companies. These included Fiat
Avio, Fiat Engineering, Comau, Fiat Ferraviaria, Magneti Marelli and
Teksid.
New
Models
The
no-frills, affordable Fiat Panda hatchback was styled by Giugiaro for
the company in 1980, which was followed up with the Uno, in 1982. The
Uno replaced the 127 and became the emblem of Fiat Auto's renewal and
featured radical changes in its electronics and choice of the
material used to build it. Fiat's 1000 Fire engine was also
introduced at this time.
In
1989, the Tipo was released as a small family hatchback. It had
cutting edge technical solutions and marked a conquest for Fiat
technology. It was very popular on the international market and was
named 1989 Car of the Year.
FIAT
1991 TO 2003
In
1990, the Fiat Tempra made its debut into the family car market. One
year later, the latest version of the 500 or Cinquecento was
released. The Fiat Punto and the Fiat Coupé rolled off the assembly
line during this time, with the supermini Punto being named Car of
the Year in 1995.
Fiat
made its debut into SUVs in 1994, with the introduction of the Fiat
Ulysse. In 1995, the Bravo, Brava and the Barchetta were released
with the Bravo/Brava bringing Fiat yet another European Car of the
Year award for 1996.
Administration
Changes
1996
saw changes at the top of Fiat as Cesare Romiti took over as CEO,
making Gianni Agnelli Honorary President of Fiat Group. By 1997, Fiat
had outgrown its old corporate headquarters on Turin's Corso Marconi
and moved to the Palazzina Fiat at the Lingotto. By this time, The
Palazzina Fiat of Lingotto had been transformed from the famous
factory into Europe's largest convention and trade show complex.
Crisis
During
the 1990's, Fiat was once again facing a crisis in the form of market
competition. In order to cope, the company expanded further into the
international market, making Fiat one of the most recognised worldwide producers of affordable vehicles. It has since successfully
achieved this global presence with more than 60% of sales outside of
Italy. To commemorate the 100 Year Anniversary of Fiat, the company
logo was revised from the oval to a round version.
In
1998, Fiat released the Seicento as a replacement for the 500. The
car became known as a great compact car, perfect for city driving.
The innovative design of the Multipla was once featured in a modern
art exhibit at New York City's MOMA. This compact MPV was introduced
the same year as the Seicento.
A
New Century of Fiat
In
2000, Fiat Doblò was introduced at the Paris Motor Show as both an
informal car and a commercial vehicle. It was named 2006
International Van of the Year. The Fiat Stilo was released in 2001 to
replace the Bravo/Brava. The Stilo had numerous options and highly
sophisticated technology, as well as a new design. 2002 saw the New
Fiat Ulysse, the Fiat Multipla and the Fiat Stilo MW restyled.
Although
2003 saw the death of Gianni Agnelli after nearly 50 years of
service, the year also saw the new Punto launched with an innovative
1.3
Multijet 16v. Later that fall, the new Panda was released and was almost immediately named Car of the Year for 2004.
FIAT
2004 TO TODAY
In
January 2004, the Fiat Idea made its debut: it was the first
full-sized MPV built by Fiat and the design was truly unique. The
Idea was made taller to improve visibility and its interior was
enhanced for flexibility, including sliding rear seats.
2007
saw the Fiat 500 have stiffer suspension, wider fenders and a 150 hp
turbo 4-cylinder engine that runs from zero to 60 in eight seconds.
The Fiat Sedici is a smart looking mini SUV at home in the city or
country introduced in 2006.
Fiat
continues on the path of innovation and superior technology into the
21st century with a line of new engines and new models. Men of the
reform have been Sergio Marchionne and Luca Cordero di Montezemolo,
who have also lead Fiat into the acquisition of Chrysler in 2009.
Thanks to the acquisition and Marchionne's will, Fiat enters again
the north American market, after 10 years of absence. In spite of the
crisis, Fiat introduced new models: the Alfa 159, the Fiat Nuova 500
and La Grande Punto, which was the most popular car in Italy in 2006.
In 2010, John Ellkan is nominated president of Fiat and a 5 year plan
for the development of the company is created: between 2010 and 2014,
Fiat has restructered its sectors' organization through the creation
of Fiat Industrial, where all activities related to the production of
industrial machineries have converged. Fiat Industrial passed under
the presidence of Marchionne, whereas Fiat S.p.a. (which regulates
the production of cars, parts, systems production) and the editorial
sector have remained under the presidency of Elkann. Marchionne
remains Fiat S.p.a's CEO.
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