Fiat USA Is Promoting The Heck Out Of The Dead 124 Spider

BY Michael Gauthier | Posted on

Like a retired quarterback wanting to relive their glory days, Fiat USA can’t seem to stop talking about the 124 Spider.

In the past month alone, the company has tweeted about the roadster five times even though the model was axed in December.

This is a bit strange as most automakers rarely mention discontinued models as they simply slap some incentives on the hood and wait for existing inventory to sell out. However, you’d be hard pressed to tell there isn’t a 2021 124 Spider as Fiat is still promoting it like a new vehicle.

Also Read: Fiat Guts U.S. Lineup, Only The 500X Will Remain For 2021

Of course, it’s hard to blame them as their American lineup has been reduced to one model as the 124 Spider and 500L were discontinued for 2021. That move followed the death of the 500 in 2019 and it leaves Fiat USA with little to talk about.

Interestingly, the 124 Spider almost became Fiat’s best-selling model in the United States last quarter. It racked up 396 sales and was narrowly beat by the 500X, which moved 403 units.

However, Fiat USA’s best-selling product in terms of year-to-date sales is the discontinued roadster as the brand sold 873 of them in the first six months of the year. That compares to 668 500Xs, which is ironic to say the least.

Of course, that trend won’t continue for much longer as inventory levels are presumably starting to run dry. A quick search on Cars.com reveals 49 new models available at dealerships, while Fiat’s own website shows there are 13 models within 250 miles (402 km) of Metro Detroit. Unfortunately for bargain hunters, most are listed at MSRP or have slight discounts of one or two thousand dollars.

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