Fiat Professional has pulled out of the UK pick-up sector having withdrawn its Fullback from the market.
The manufacturer launched the Fullback, which was based on Mitsubishi’s L200, at the 2016 CV Show but Richard Chamberlain, the brand’s UK boss told What Van? on the opening day of the 2019 Commercial Vehicle Show at Birmingham’s NEC: “We’ve ceased the relationship with Mitsubishi, it didn’t work commercially for us.”
Chamberlain suggested that Fiat Professional could return to the sector via a different route, however.
“Will we be out of it forever? he asked rhetorically, “No”.
He pointed out that the Fiat Chrysler Group maintains a presence in the pick-up sector globally by way of its ownership of the RAM brand (formerly Dodge RAM), which is now being brought to the UK from the USA by importer KWA, as exclusively reported in the April issue of What Van?
Although there are no plans for such a move at present, it is possible Fiat could take over the marketing of RAM in the UK in the future.
Chamberlain claimed Fiat Professional had sold the Fullback in the UK “with some success” but that commercially it had proven to be too expensive.