Chrysler announced yesterday that it would soon begin the process of selecting the dealers which will be allowed to sell the Fiat 500 later this year. Chrysler is considering dealers in approximately 125 markets in 41 states that it has targeted as being appropriate for the reintroduction of the Fiat brand and in which the company sees adequate growth potential in the subcompact segment. The selection process is expected to continue throughout the summer with final decisions to be announced at a press event in September.

Selected dealers will receive application packets from the auto maker and will have to demonstrate adequate capitalization, customer service metrics and sales performance, among other parameters. Dealers also must agree to establish separate showroom and service facilities and separate sales and services staffs.

Memories of Fiat’s earlier foray into the U.S. market linger and the company seems aware that it will have to work hard to convince buyers that its products meet today’s high standards of quality and performance. Given its plans to bring more Fiat-sourced products to the U.S., Chrysler and Fiat absolutely have to get this one right.

--M.D.