Subscribe
E-Paper
 |
| Pablo Rosso, right, CEO of Chrysler Korea, poses next to the Fiat 500, one of its models unveiled Tuesday at the Vista Hall of the W Seoul-Walkerhill, Seoul. / Courtesy of Chrysler Korea |
By Rachel Lee
Italian auto giant Fiat has returned to the Korean market for the first time in 17 years with the launch of four cars Tuesday.
The automaker, represented by Chrysler Korea, unveiled the award-winning compact car Fiat 500 Pop, the 500 Lounge, the 500C and the SUV Freemont, and announced it is ready to compete with BMW Mini in the small and compact car segment with the first three models.
"Fiat is all about being confident, making your own choices, dressing how you like, loving passionately and living your life to the fullest," said Chrysler Korea CEO Pablo Rosso Tuesday at a press conference in Seoul. Rosso was appointed head of Chrysler Korea in December last year. He previously served as India Commercial Area Manager for the Fiat Chrysler Group.
Fiat left the Korean market when its local manufacturing partner Kia Motors went bankrupt during the 1997-98 Asia financial crisis. It attempted to re-enter in 2008 but withdrew because the timing was not appropriate given that the global financial crisis was at its peak.
"We would like to give you and transfer you the motion of the Italian way of life. It's about youthfulness, seeking joy, being confident, innovative, and intuitive. That's the Fiat way. It's for those who embrace changes and are addicted to life," Massimo Roserba, Fiat Asia-Pacific head, said.
The Fiat 500 Pop is available at 26.9 million won, the 500 Lounge at 29.9 million, the 500C at 33 million and the Freemont at 49.9 million.
