Table of Contents

Fiat Strada: The Pickup Truck that Conquers New Markets

The Success Story of Fiat Strada: From Brazil to the Middle East and Africa.

Fiat is a global brand that leads the market in three countries: Brazil, Turkey, and Italy. Now, the Italian automaker is expanding its presence in the Middle East and Africa region with the launch of the Fiat Strada, a compact pickup truck that has been a huge success in South America. The Strada is set to debut in November 2023 in several markets, including Nigeria, Ivory Coast, Madagascar, Rwanda, and Ghana.

What is the Fiat Strada?

The Fiat Strada is a subcompact coupé utility based on the Fiat Palio, a world car project developed by Fiat in Brazil. The Strada was first introduced in Brazil in 1998 as the cargo-carrying version of the Palio. Since then, it has undergone several facelifts.

The Strada is known for its versatility, reliability, technology, and design. It has a maximum loading capacity of 715 kg (1,576 lb) and a cargo space of 1,770 mm (69.7 in) x 1,314 mm (51.7 in).

The award-winning Fiat Toro inspires the Strada’s design. It also has six-spoke alloy wheels and a step-bumper. The Strada’s interior is spacious and ergonomic, with a digital instrument cluster, a touchscreen infotainment system, and various storage compartments.

Fiat Strada

Why is the Fiat Strada a bestseller in Brazil?

The Fiat Strada is the best-selling pickup truck in Brazil and the best-selling vehicle overall.

The Strada’s popularity in Brazil can be attributed to several factors, such as:

  • Its affordability: The Strada is priced competitively, starting from R$ 78,490 (about $14,000). It also has low maintenance and running costs, making it an attractive option for personal and commercial use.
  • Its adaptability: The Strada can handle various road conditions thanks to its good ground clearance, suspension geometry, and traction control system. It can also be customized with different accessories and features, such as a roof rack, a tonneau cover, a roll bar, and a multimedia system.
  • Its innovation: The Strada has been a pioneer in introducing new concepts and technologies to the compact pickup segment, such as the extended cab in 1999, the double cab in 2009, and the third door in 2013. The third door, also known as the suicide door, allows easier access to the rear seats, which are foldable and removable. The Strada also has advanced safety features, such as airbags, ABS, EBD, ESC, and hill start assist.

What are the prospects for the Fiat Strada in the Middle East and Africa?

The Fiat Strada’s arrival in the Middle East and Africa region is part of Fiat’s global expansion strategy, which aims to offer products that cater to customers’ specific needs in different markets. The Strada is expected to set new standards in terms of technology, design, and safety in the compact pickup segment.

According to Samir Cherfan, the chief operating officer of Stellantis Middle East and Africa, the Strada is a flexible partner for individuals who welcome change and push their limits because it combines the practicality of a family vehicle with the dependability required in a business environment. He also said that with this new vehicle, Fiat expands its range of mobility solutions into the emerging entry-level pickup segment, catering to the needs of its sub-Saharan African customers.

Fiat Strada: The Brazilian Bestseller Expands to the Middle East and Africa

The Strada will face some competition from other compact pickup trucks in the region, such as the Nissan NP200, the Renault Oroch, and the Peugeot Landtrek. However, the Strada has some advantages over its rivals, such as:

  • Its size: The Strada is smaller and more maneuverable than most of its competitors, making it easier to park and drive in urban areas. It also has a larger cargo space and loading capacity than the NP200 and the Oroch, similar to the Landtrek.
  • Its design: The Strada has a more modern and attractive design than its competitors, with a distinctive front end, LED headlights, and alloy wheels. It also has a more spacious and ergonomic interior.
  • Its technology: The Strada has more advanced technology than its competitors, with features such as airbags, ABS, EBD, ESC, hill start assist, traction control, and a multimedia system. It also has a more efficient and powerful engine, with a 1.4-liter Fire Evo flex-fuel unit that delivers 88 hp and 123 Nm of torque.


The Fiat Strada is a compact pickup truck that has been a bestseller in Brazil for over two decades thanks to its affordability, adaptability, and innovation. Now, the Strada is ready to conquer new markets in the Middle East and Africa region, offering a versatile and reliable mobility solution for both personal and commercial use. @via Spare Wheel.

Blog Tags
Blog Category

Leave a Reply