The FIAT Strada Pickup
For many people, one of FIAT's best kept secrets is the success of the FIAT Strada pickup truck. In 2024, the Strada surpassed 2,000,000 units sold in Brazil. It is a dominant force in FIAT’s hugely successful South American market.
While the Strada debuted in 1998, its success story really begins back in the 1970s. That is when FIAT decided to branch out to South America. They chose Betim, Brazil for their factory. The first vehicle produced was the FIAT 147. The 147 had moderate initial sales, but soon became a Brazilian superstar and created the foundation for FIAT’s overwhelming success in Brazil and South America, in general.
The global oil crisis in the 1970s was a real thing. Brazil reacted by researching and pursuing ethanol fuel. In a perfectly timed move for both FIAT and the Brazilian market, in 1979, the FIAT 147 introduced the first mass produced motor designed to run on ethanol. The motor was an instant hit. By 1981, the 147 had become the best-selling vehicle in Brazil. It not only made FIAT a commercial success in the country, it established FIAT as part of Brazil’s automotive culture.
By the time the Strada was introduced in 1998, FIAT was already a brand that had earned Brazil’s trust and respect. The Strada was based upon the Palio, a small car introduced in 1996 that targeted the younger market segment. In 1997, the Palio was Brazil’s second best-selling car. So, when FIAT took the small, affordable Palio chassis and plopped a pickup body on it, they had another instant hit. Farmers, small business owners, and younger buyers alike all loved it. It was the perfect do-it-all vehicle for Brazil. It felt just as at home in country fields as it did on city streets littered with potholes.
For the next 10 years, while the VW Gol and FIAT Palio battled every year for best-selling vehicle honors, the Strada steadily increased its sales. In 2001, the Strada got its first facelift, penned by none other than Giorgetto Giugiaro himself. This Strada also introduced the first extended cab in a small pickup to the Brazilian market.
Giugiaro did the next facelift in 2004, as well. Remaining true to its affordable, reliable, multi-purpose roots, the Strada continued to gain market share, not just in Brazil, but in many South America markets.
2009 saw a major revision to the Strada. The new model was based on the Grande Punto. The Adventure version, previously just designed with “off road looks”, now featured a locking differential making it off road capable. Another innovation was a double cab version that featured 4 seats on the same standard wheelbase.
The more distinct and aggressive look of the new Strada appealed to young, trendy-oriented city consumers while its increased utility kept it in popular demand in the more work-oriented market. For the first time in Brazil, sales of the Strada topped 100,000 units. For comparison, the top selling car in Brazil in 2010, the VW Gol, delivered 293,793 units.
Another facelift in 2013 brought cosmetic changes and introduced suicide rear doors to the double cab version. In 2015, the Strada was rebadged and sold as the Ram 700 in Mexico.
While the Strada’s success in Brazil had grown steadily since its introduction in 1998, becoming a top selling pickup truck along the way, the introduction of its 2nd generation in 2020 made it a true automotive rock star. The all new FIAT Strada based on the MC-P platform offered better technology, even more aggressive looks, more cabin space, and improved safety features. The double cabin now had room to seat 5 people instead of 4. Ride comfort was improved with enhanced suspensions front and rear.
To say it was well received in Brazil is an understatement. By 2021, it became the best-selling vehicle in Brazil. Not just the best-selling pickup – the best-selling vehicle overall! It has retained that title in 2022, 2023, and 2024. To date, it is leading Brazilian auto sales in 2025.
What is it’s secret? According to Angela Ceravolo, writing for Garage Italia in June 2025, FIAT and Strada became a huge success in Brazil because they sought to adapt to Brazil's unique demands. Instead of simply trying to sell Italian vehicles in Brazil, they strived to make their Italian vehicles Brazilian. As Ceravolo says, they “tropicalized” their vehicles. FIAT made their vehicles able to handle high temperatures and humidity with more rugged suspensions able to handle the not-so-great roads of Brazil. Ease of maintenance was featured, along with reliability and affordability. So while the vehicles are based on their European brethren, they have been molded into uniquely Brazilian products.
And Brazil has embraced them with open arms.
Today, FIAT has a huge dealership network in Brazil and, as with their vehicles themselves, feature marketing ads tailored specifically to Brazil. Fiat routinely places 3-4 cars on the Top 10 Best Selling Vehicles list in Brazil.
So far this decade, the Strada has proudly led the charge.
Strada, a pickup truck that appeals to both the young trend conscious market and the farm, delivery, and labor market, as well. What a concept. What a great success story for FIAT!
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The FIAT Strada was sold in Europe for some time after its debut and is slated to return to the European market by the end of 2025. It is also sold in many South American countries other than Brazil, as well as in Mexico, Africa, and the Middle East. In some Latin American markets, it is sold as the Ram 700.
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