By Redação AutoIndústria | 8/21/23 | Translated by Jorge Meditsch
The pickup segment unquestionable leader and first in Brazil’s bestselling vehicles ranking, the New Strada reached 400 thousand units made in Betim, MG, since its launch in 2020. Considering all generations in 25 years, 2.1 million Stradas were manufactured.
For Herlander Zola, Fiat’s South America senior vice president, the Strada is an undisputable success case in Brazilian and world automotive history.
“It is impossible to talk about this segment without mentioning it. Besides bringing innovation and pioneering to the category, it is the only pickup ever to reach the top of the market as Brazil’s bestseller vehicle”, said the executive, mentioning that its success extends to other markets, such as Uruguay, Paraguay and Argentina as one of Latin America’s bestseller vehicles.
Launched in 1998, Strada’s evolution was constant over the years, with a radical change in 2020, when it got a new look and functionalities. The following year, it received the option of a CVT automatic transmission to become the first pickup of the category with this kind of transmission in Brazil.
The 2024 lineup gained a new turbo flex engine, the new Ultra version and a limited commemorative edition, the Edizione 25.
Until July, the Strada had more than 60 thousand units licensed in Brazil and, with the Toro, ensured Fiat the absolute lead among pickups with 43% of the segment sales.
