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Chrysler dealers hear Fiat sales plans

DETROIT — Fiat is coming back to the U.S. after a 30-year absence, and now Chrysler Group dealers have to decide whether they want to sell the Italian brand that initially will offer just one model, the tiny Fiat 500.

At a meeting in Detroit Monday, about 400 Chrysler, Dodge and Jeep dealers who want to sell Fiats were told that the exotic minicar at first will be the only 2011 model in their Fiat showrooms.

Chrysler, which is now controlled by Italy's Fiat, was short on specifics such as price and future models. A larger model was promised, although covered by a tarp.

Chrysler hopes to sell 50,000 of the stylish, bulb-shaped 500s the first year they arrive. Eventually four versions will be offered, a standard 500, a cloth-top convertible, a high performance version with up to 185 horsepower, and in 2012, an electric version, the dealers said.

Fiat-run Chrysler Group wants the 500 to become a strong contender in the U.S. small-car market, where the Detroit automaker has struggled for years. The car will be sold by about 165 Chrysler dealers in 125 mainly big-city markets starting in December.

Dealers will be asked to build separate showrooms and have separate sales and service staffs for the cars, in order to help create a distinctive European aura for the 500.

Many dealers were impressed, but some were left with questions about whether it would be worth the investment because future models were not unveiled.

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