• by Karl Greenberg , July 7, 2010

Chrysler Group is preparing to get dealers up to speed on its parent company's first vehicle in the U.S. market in decades, at least since the X19 two-seater was cruising American streets like a flying doorstopper. 

The automaker, based in Auburn Hills, Mich., is developing a dealer network to market the Fiat 500 subcompact car. The automaker says dealers in targeted markets -- in up to 41 states -- will receive application guidelines and proposal deadlines this month.

Chrysler says the 500 (called the Cinquecento in Italy) will go on sale later this year in the U.S. with a Cabrio version due in 2011. The automaker will select dealers in 125 markets that have been identified for growth potential in the small-car segment.

"The Fiat dealer network will be appropriately sized to serve the market opportunity," said Peter Grady, VP of dealer network development and fleet at Chrysler. "Our vision is to establish a dealer network that will reflect and enhance the brand's reputation for innovation and fun, and will offer a unique, personalized customer experience."

To sell Fiat, dealers will have to create a completely separate facility with a dedicated sales force, with standards unique from existing Chrysler Group Dealer Standards. And dealers will have to prove they have the financial resources to support the re-introduction of Fiat.

The dealer guide presents details on facility, sales strategy, accessory sales, service and parts departments, training curriculum and financial requirements. Chrysler says dealers must demonstrate how they will market, sell and service Fiat vehicles with a new customer service model to get distribution.

Chrysler says it will evaluate interested dealers on sales performance, capitalization and overall Dealer Standards score. In addition, the company will individually evaluate the proposed facility and customer handling metrics.

The automaker plans to invite the dealers tapped for Fiat to Chrysler headquarters in September for a formal unveiling for the new network.

Separately, Chrysler on Wednesday announced its first Mopar-branded factory-customized vehicle for Dodge. Pietro Gorlier, president and CEO of Mopar, and Ralph Gilles, president and CEO of Dodge, did a Web chat to talk about the alliance between Dodge and Chrysler's after-market parts brand. The Mopar-customized Dodge Challenger is to be called Mopar '10.

"We will build 500 Mopar '10s," said Gorlier, who added that the vehicles cost about $38,000 for an automatic and $1,000 more for a manual.

"We've all called these cars 'Mopars' for years. It's an affectionate term. It was time to celebrate the relationship with a special-edition vehicle," said Gilles.