The point that's being missed, and is very important, is the market. This market has been dominated by Civic, Corolla and Sentra (with Subaru being in there too) for 35 years. Of course consumers are not going to be swayed by a Dodge/Fiat, especially anyone who has seen the erratic nature of marketing of US firms in the small car market. Let's face it, they have never put all their effort there, have always fell short. No US entry in this arena will succeed, unless it is seen as superior, and superior over a number of years. End of story.....
I'm old enough to remember (early '70s) when Japanese cars were very poor quality, so much so that the VW Beetle kept selling well despite not comparing well with them in other ways..but...they did not sit still they really improved their products in the mid '80s, and never stopped doing so......
However, VW let their quality go to crap with the Rabbit/Golf, took years to recover from their bad rep here which they've gone and ruined AGAIN....
Fiat.....what can I say.....never had a good rep here....never.....
history:
Ford: Escort....Fiesta.....Festiva.....etc....
Dodge/Plymouth...Horizon/Omni had potential...cheap bits did not make make as many repeat sales as they could have....Neon....had potential....but neglected the cheap bits...same as Horizon/Omni....arrogant Daimler drops it with no replacement right before fuel prices spike up (great timing)
GM....Cavalier......Cobalt.....all had quality problems....
They never understood the value in a brand that people could trust, and kept changing the names, the look but the poor quality, remained! The Japanese figured this out and built their brands on quality, a car you could trust.
the common thread....the US firms seen unwilling to practice the simple strategy that works so well for the Japanese......CONTINUOUS IMPROVEMENT.....LISTEN TO YOUR CUSTOMERS...OR THEY LEAVE.....