Seemingly true, Johnny, until you look at how and why other brands creamed FIAT in the US market: Volkswagen, Toyota, Datsun, and, later, Honda were simply better made and more reliable even though they, also, started out being sold from International Truck dealerships and the back of hardware stores. Those manufacturers also made an effort in the US, modifying their designs for the market, while FIAT did not. And while a concerted maintenance regime combined with a gentle climate can keep anything on the road (like your Triumph Herald or the Cosworth Vega I saw running under its own power in Sequim) that isn’t going to happen with the majority of US owners in the majority of the US. We treat our cars like we treat everything else: we beat on it then repeatedly then are surprised and disappointed when it breaks. FIAT 128s broke faster than Corollas so Toyota won and FIAT is a disappointing footnote to most Americans.
Interesting replies. FIAT actually had a pretty good importation/dealer network-it was FIAT-ROOSEVELT MOTOR CO>-a firm founded by a sone of president roosevelt. They (FIAT) seem to make pretty good cars today-they certainly have a amrket in europe and S. America. FIATS always seemed to combine nice handling with small engines that didn’t mind being revved up-they also had better road fell than the small japanese or korean makes 9which in my opinion are rather numb). Granted, the US car market is a tough one, but it is a large market. also, are eupoean and american crash tests/safety requirements all that different anymore? the germans (BMW, M-B, VW) have a significant market share in N. America-one would think they have no trouble complying with US and canadian vehicle standards-so why should it be such a big hurdle for FIAT?
Crash tests are a red herring. After all, the eensy weensy FIAT X1/9 was the ONLY car besides Volvo to pass the abortive 1975 front impact standards. With better rustproofing and the engine out of a 131. . . . 
Fiat may not be sold in the USA but it is sold in North America. They are aligned with GM here.
Right. What I was getting at though, was that there have been improvements in the last quarter-century. The Fiats (and just abot any other car you could name) are, I think, more reliable than they were in the 1960s and 1970s. I think a modern Fiat, with an aggressive ad campaign, would do fairly well here. (Incidentally, I’ve just started reading The Hidden Persuaders – a book about how consumers are manipulated.)