My wife bought a 2013 Fiat 500 in 2012. She was one of the first Fiat owners here in LA. She had seen a new Fiat at the grocery store and thought it was cute. She liked it enough to engage the owner about it. Came home telling me all about it and made me find out more about it. A week later we went to a dealer and bought one. (I'm trying to keep this short.)
The sales/purchase experience was the best. Then came the after care. Normal service and/or warranty repairs. It was horrible. There was only one Fiat dealer within 50 miles of us (Los Angeles) at that time. She was actually thinking of dumping her precious Fiat because the experience was so bad. The car has actually been quite reliable though. That particular dealer doesn't exist now.
When a new Fiat dealer opened near us (4 miles) she tried them. Service was great. Everything about this new dealer was great.
Later another Fiat dealer opened near her job. She tried them once for convenience. They quoted her some outrageous price and after calling me she left. 'Our' dealer did the job for a third the price (literal).
Since then I bought an Abarth and later a 4C from 'our' dealer. And now we have a Giulia Ti on order with 'our' dealer.
My wife still has her cute little red Fiat. Over 50,000 miles and never a serious issue. A few small things at first that warranty covered. She had purchased a lifetime warranty with the car (this lifetime warranty isn't available now). After the standard warranty ended, there was one or two expensive things that the special warranty covered. The instrument cluster had to be replaced. The third eye broke. Nothing that stopped the car from driving normal and safe.
I was going somewhere with this and now ... where was I?
When I crashed my 'new' 4C, 'our' dealer went the extra mile to find the parts and get my car fixed. This wasn't even a warranty job.
I've got my complaints about FCA and I've heard horror stories about other Fiat/Alfa dealers. The two do need to work together or the entire entity will fail. And they both need to treat the customers as if they are special. Without happy, satisfied, returning customers, how do they expect to stay in business? The customer is their lifeblood.
Did I ever mention the word-of-mouth thing? That's what started our relationship with Fiat. That lady at the grocery store with her cute little car who took the time to be a Fiat Ambassador, whether she realized it or not. All the times we've been in our 4C and approached by a curios person. How many 4Cs have been purchased because we knowingly answered questions and opened doors for curios people. How many Giulias will be looked at because of the 4C attraction? Or because of your new Giulia and the curios people drawn to it?
But if we've been yanked around by our dealer and/or FCA, how can we tell this next prospective customer that they too should purchase a new Fiat/Alfa and from "our" dealer? All we can do is relate our experiences and feelings on to the next person. That or tell them some big lie.
That was my short version.