Fiat is getting a revenue boost from American buyers choosing pricier packages and customized options on the 500 subcompact. The 500 marks the Italian automaker’s return to the U.S. market after a 28-year absence.
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The Sport version, which costs $2,000 more than the $15,500 base 500 Pop, accounted for about half the model’s sales in the first five months of Fiat’s return to the U.S., said Laura Soave, the brand’s chief in the region.

The $19,500 Lounge line represented 20 percent. In addition to the pricier trim levels, which include the Sport’s bigger wheels and leather seats, and satellite radio and a glass roof on the Lounge line, Americans are personalizing their Fiats.

“A lot of what we’re seeing is customers really want to build their car,” Soave said Wednesday near Atlanta, where the automaker opened its 94th U.S. dealership.

“Customers are willing to wait the six to eight weeks to get the one they want.”

Fiat’s reentry into the U.S. market was facilitated by its control of Chrysler Group LLC.

Sergio Marchionne, who heads both Fiat and Chrysler, aims to merge the automakers to reduce costs and generate more than 100 billion euros ($142 billion) in revenue by 2014.

Chrysler’s factory near Mexico City assembles the 500 for the U.S.

Fiat has delivered 7,982 cars in the U.S. since March. July U.S. sales totaled 3,038 units.

The 500 is the first and only Fiat sold in the country since 1983, when Italy’s biggest manufacturer pulled out.
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