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Fiat Strada
Fiat Strada
Fiat Strada
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Fiat Strada
Overview
ManufacturerFiat
Also calledRAM 700 (Mexico)
Production1998–present
Body and chassis
ClassCompact pickup truck
Body style
LayoutFront-engine, front-wheel-drive
ChassisUnibody
Chronology
PredecessorFiat Fiorino pickup

The Fiat Strada is a compact pickup truck produced by the Italian manufacturer Fiat since 1998.[1] It is mainly produced in Brazil and marketed throughout Latin America, whereas the first-generation Strada was also assembled in South Africa and exported to Europe from Brazil.

Based on a unibody chassis with front-wheel drive configuration, the Strada shares its platform with several Fiat subcompact cars such as the Palio, Siena, and Uno. As of 2024, the Strada is the smallest of three Fiat pickup trucks, which include the larger unibody Toro and the body-on-frame Titano.

First generation (278; 1998)

[edit]
First generation
Overview
Also calledRAM 700 (Mexico, 2015–2021)
Production1998–2021
Assembly
DesignerGiorgetto Giugiaro
Body and chassis
Body style2/3-door pickup truck
LayoutFront-engine, front-wheel-drive
PlatformProject 178
Related
Powertrain
Engine
Transmission5-speed manual
7-speed CVT
Dimensions
Wheelbase2,718 mm (107.0 in)[3][4][5][6]
Length4,398 mm (173.1 in) (1996–2001)[3]
4,400 mm (173.2 in) (2001–2004)[4]
4,444 mm (175.0 in) (2004–2009)[5]
4,409 mm (173.6 in) (2009–2020)[6]
Width1,665 mm (65.6 in) (1996–2004)[3][4]
1,664 mm (65.5 in) (2004–2020)[5][6]
Height1,505 mm (59.3 in) (1996–2004)[3][4]
1,559 mm (61.4 in) (2004–2009)[5]
1,564 mm (61.6 in) (2009–2020)[6]

Launched in October 1998 in Brazil, the first-generation Fiat Strada is the cargo carrying derivative of the "Project 178".[1][7] The Fiat Strada was made to replace the Fiat City, a pickup version of the Fiorino, a commercial derivative of the Fiat Uno. The Strada features a maximum loading capacity of 700 kg (1,543 lb) and a cargo space of 1,770 mm (69.7 in) x 1,314 mm (51.7 in).

In Europe, the Fiat Strada was launched in April 1999 with two engine options: the 1.2 Fire petrol with 73 hp (54 kW) and the 1.7 turbodiesel with 70 hp (51 kW).[8]

  • 1996-2000 Fiat Strada rear
    1996-2000 Fiat Strada rear

2001 revision

[edit]

In 2001, the model had its first facelift. The new design was made by the Italian design guru Giorgetto Giugiaro. The facelift included a new front and interior. The Mark II series marked the début of an extended-cab version. In 2002, Fiat do Brasil launched the first version of a Fiat Strada Adventure, with "off-road" looks.

  • 2001 Fiat Strada
    2001 Fiat Strada
  • 2001 Fiat Strada rear
    2001 Fiat Strada rear
  • 2004 Fiat Strada (extended cab, Europe)
    2004 Fiat Strada (extended cab, Europe)

2004 revision

[edit]

The new Mark III was launched in 2004. It has a revised front and interior design taken from the Fiat Palio (and also designed by Giorgetto Giugiaro). Also, a second version of the Strada Adventure was built, with the same features of the Weekend Adventure. It was offered in Europe with the relatively modern 1.9-L JTD diesel engine.

In South Africa, the Strada is offered in four variants: 1.2 Fire MPI EL, 1.6 Torque MPI EL, 1.6 Torque MPI ELX (same as the EL but with colour-coded bumpers and mirrors, electric windows, driver's airbag, and air conditioning), and 1.7 turbo diesel EL. Fiat South Africa also introduced the X-Space model, which stretches the cab by 30 cm (12 in). This model is available in two models, the standard X-Space and the X-Space Adventure (which has similar specifications to the standard 1.6 ELX model). Both X-Space models are powered by the 1.4 Fire MPI engine.

In Europe, it is available only with the 1.3 Multijet 16V diesel engine with 85 hp (63 kW) and Euro 4 standard emission level.

  • 2004 Fiat Strada
    2004 Fiat Strada
  • 2004 Fiat Strada rear
    2004 Fiat Strada rear

2009–2013

[edit]

Unveiled in summer 2009, the all-new Mark IV model was put on sale in the end of 2009. Whilst the model shares its name with the previous Strada, a large number of its components are new, including a new bodyshell. For the rest of the South America, the new Strada was introduced in mid-2010. The design is inspired by the Fiat Grande Punto with many elements similar to the latest versions of the family Palio and Siena. The fourth-generation Strada is built in four different versions: Working, the basic version, Trekking, with more goodies, the Sporting for sportier style[9] with aero kit body style, and the Adventure with a locking differential dedicated to off-road use. In 2010, Fiat do Brazil introduced a new double-cab version[10] (also called Strada Cabina Dupla) with four seats, but maintaining the same wheelbase.

The engines used are the Fiat 1.4-L 16V Fire Flex (85 PS) and the 1.8-L 8-V Ecotec Flex (114 PS). For diesel, the Fiat 1.3-L 16V Multijet unit with 87 PS (64 kW; 86 hp) is also available.[11]

The Fiat Strada was relaunched for Italy and other selected European markets in 2012.[12]

  • 2009 Fiat Strada Adventure
    2009 Fiat Strada Adventure
  • 2010 Fiat Strada Adventure
    2010 Fiat Strada Adventure
  • 2012 Fiat Strada Adventure
    2012 Fiat Strada Adventure
  • 2011 Fiat Strada Working in double-cab version
    2011 Fiat Strada Working in double-cab version
  • 2012 Fiat Strada Adventure rear
    2012 Fiat Strada Adventure rear

2013–2021

[edit]

At the end of 2013, Fiat unveiled the latest facelift of the Strada (as a model year 2014)[13] based on the 2009 version. The new Strada introduced a new front fascia and new rear lights, and the double-cab version is available with the suicide-style rear doors. Three versions are sold in South America: Working, Trekking and Adventure with four different body styles.

For the 2015 model year, the Fiat Strada was rebadged by Ram Trucks for the Mexican market as the Ram 700.[14]

In 2018, total sales of the Fiat Strada in the Brazilian market surpassed 1.4 million of units.[15]

  • 2015 Fiat Strada Trekking
    2015 Fiat Strada Trekking
  • 2015 Fiat Strada Adventure
    2015 Fiat Strada Adventure
  • RAM 700 Adventure
    RAM 700 Adventure

Second generation (281; 2020)

[edit]
Second generation
Overview
Model code281[16]
Also calledRAM 700 (Mexico)
Production2020–present
Body and chassis
Body style4-door pick-up
PlatformMC-P
Related
Powertrain
Engine
Transmission5-speed manual
CVT
Dimensions
Wheelbase2,737 mm (107.8 in)
Length4,474 mm (176.1 in)
Width1,732 mm (68.2 in)
Height1,585 mm (62.4 in)

The second generation of the Fiat Strada (codeproject 281) was presented on June 26, 2020 in Brazil and is based on the new MC-P modular platform derived from the Fiat Argo with the front MacPherson suspension and part of the cabin taken from the Fiat Mobi model and the rear suspension taken from the Brazilian Fiat Fiorino (327). For the first time the Strada was produced in the double cab 4-door version with 5-seats.[17]

The second generation of Fiat Strada introduce the large silver-colored Fiat front logo replacing the previous one, a small Italian flag inserted in the grid and LED light clusters. The side and tail, on the other hand, appear more classic, with the possibility of choosing between the two and four-door versions featuring a different capacity: 720 kg and 1,354 liters for the first and 650 kg and 844 liters for the second. In order to ensure maximum mobility even on rough surfaces, the raised structure allows the car to lift from the ground by 211 mm and a front angle of attack of 24 degrees. The interior reproduces some of the contents of the Fiat Uno (327) produced in Brazil, even if some secondary controls are modified. In addition to the display at the center of the instrumentation, there is also an UConnect 5 infotainment with 7-inch touchscreen, bluetooth, wireless, compatible with Apple CarPlay and Android Auto.

Starting on 18 November 2020, the rebadged RAM 700 saw a new generation for the Mexican market. It is offered in the SLT (regular and crew cab), Bighorn, and Laramie trim levels.[18]

  • Fiat Strada Volcano Rear view
    Fiat Strada Volcano Rear view
  • RAM 700
    RAM 700

Engine

[edit]

The range of engines consist in the Fiat 1.4 Fire EVO Flex 8 valve (85 HP petrol and 88 HP ethanol) of the Endurance versions and the 1.3 Firefly Flex 8 valve (101 HP petrol and 109 HP ethanol) of the Freedom, Volcano and Ranch, both with the five-speed manual gearbox gears and simulated 7-speed cvt-type automatic transmission and the E-Locker traction control system. As of August 2023, the Ultra and Ranch versions will feature the new 1.0-liter gasoline/ethanol turbo engine, producing 125/130 hp and 20.4 kg⋅m (200 N⋅m) coupled to a CVT gearbox that simulates 7 gears.

Safety

[edit]

The Strada has 4 airbags, electronic stability control (ESC) Ventilated Front disc brakes and drum brakes in the rear.[19][20]

The Latin American Strada with airbags and ESC received 1 star from Latin NCAP 3.0 in 2022 (similar to Euro NCAP 2014)[21]

Latin NCAP 3.0 test results
Ram 700 Double cabin + 4 Airbags
(2022, similar to Euro NCAP 2014)[22]
Test Points %
Overall: Star
Adult occupant: 16.56 41%
Child occupant: 25.95 53%
Pedestrian: 19.31 40%
Safety assist: 21.00 49%
Latin NCAP 3.0 test results
Ram 700 Single Cabin + 2 Airbags
(2022, similar to Euro NCAP 2014)[23]
Test Points %
Overall: Star
Adult occupant: 18.98 47%
Child occupant: 4.86 22%
Pedestrian: 19.31 40%
Safety assist: 18.00 42%
Latin NCAP 3.0 test results
Fiat Strada Double cabin + 4 Airbags
(2022, similar to Euro NCAP 2014)[24]
Test Points %
Overall: Star
Adult occupant: 16.56 41%
Child occupant: 25.95 53%
Pedestrian: 19.31 40%
Safety assist: 21.00 49%
Latin NCAP 3.0 test results
Fiat Strada Single Cabin + 2 Airbags
(2022, similar to Euro NCAP 2014)[25]
Test Points %
Overall: Star
Adult occupant: 18.98 47%
Child occupant: 4.86 22%
Pedestrian: 19.31 40%
Safety assist: 18.00 42%

Sales

[edit]
Year Brazil Argentina Mexico
Strada Ram 700
2006 42,344 78[26]
2007 61,328 1,386 381[26]
2008 71,929 833 429[26]
2009 89,968 1,272[27] 490[26]
2010 116,794 3,292[28] 540[26]
2011 118,579[29] 7,051 33[26]
2012 117,455 7,659[28] 229[26]
2013 122,904[30] 7,225[31] 1,236[26]
2014 153,130 5,652[31] 716[26]
2015 98,631 16,299[31] 8,159[32]
2016 59,449 13,882[31] 11,940[31][26]
2017 32,659 7,078[31] 9,815[33][34]
2018 67,227[35] 5,799[36] 9,797[37]
2019 75,973[38] 2,721[39] 7,483[40]
2020 80,030[41] 2,408[42] 8,011[26]
2021 109,099 3,728[43] 5,051[44]
2022 112,456 3,872[45] 8,087[46]
2023 120,608[47] 13,942[48]
2024 144,664[49]
2025 142,903[50] 17,349[51]

See also

[edit]
The 1980s Fiat Ritmo was sold as the Fiat Strada in some markets which did not receive the 1990s Strada described here.

References

[edit]
[edit]
Revisions and contributorsEdit on WikipediaRead on Wikipedia

Fiat Strada

View on Grokipedia
from Grokipedia
The Fiat Strada is a compact manufactured by the Italian automaker since 1998, primarily designed for the South American market and produced at the plant in Betim, . It has become Brazil's best-selling vehicle since 2021 and a segment leader, with over 2 million units sold domestically to date. Introduced as a versatile work vehicle based on the platform, the first-generation Strada (1998–2021) pioneered several innovations in the compact pickup category, including the extended cab configuration in 1999, the double cab in 2009, and a third access door in 2013, enhancing its practicality for both commercial and personal use. The model quickly gained popularity for its affordability, fuel efficiency, and adaptability to urban and rural environments. The second-generation Strada, launched in 2020 and inspired by the larger Fiat Toro, introduced a more modern design with options for single (Cabine Plus) or double cab (Cabine Dupla) configurations, seating up to five passengers in the latter. Available in trims such as Endurance, Freedom, and Volcano, it features a 1.3-liter Fire flex-fuel engine (producing around 85–109 horsepower depending on the variant) or a turbocharged 1.0-liter option in recent updates, with the 2024 model introducing a 130-horsepower turbocharged 1.0-liter engine and the segment's first CVT transmission, contributing to over 144,000 units sold in 2024. Payload capacities are 720 kg for single cab and 650 kg for double cab models, alongside 1,354 liters of cargo volume in the former. Safety and technology highlights include dual front and side airbags, electronic stability control, a 7-inch Uconnect multimedia system with wireless Apple CarPlay and Android Auto, and a rearview camera, while off-road capability is supported by 214 mm ground clearance and an entry angle of 24 degrees. Exported to markets including Mexico (as the Ram 700), Uruguay, Paraguay, Argentina, and the Middle East and Africa since 2023, the Strada continues to exceed production milestones, with over 600,000 second-generation units built as of 2024.

Overview

Development and Launch

In the , Fiat adopted a strategic focus on expanding its lineup of utility vehicles to penetrate emerging markets, with a particular emphasis on where demand for affordable, practical transport was growing. This approach was part of a broader effort to develop cost-effective models suited to diverse economic conditions, leveraging local to reduce costs and adapt to regional preferences. The initiative aligned with 's aim to increase its market share in regions like , where the company had established a strong manufacturing base since the . Central to this strategy was the 178 project, a modular platform designed for a family of vehicles including sedans, hatchbacks, wagons, and pickups, enabling shared components for efficiency and scalability. The Fiat Strada emerged as the pickup variant, launched in October 1998 in as a unibody construction derived directly from the supermini. This debut marked Fiat's entry into the compact pickup segment, positioning the Strada as a versatile workhorse built on the same underpinnings as its passenger car siblings. Initial production of the Strada commenced at Fiat's Betim plant in , , which served as the hub for the 178 project vehicles and allowed for rapid scaling to meet local and regional demand. Export plans were outlined from the outset, targeting other Latin American countries such as and , as well as limited introduction to European markets through Fiat's commercial vehicle division. Key design objectives included affordability through simplified unibody construction and shared parts, versatility for urban commuting and rural tasks, and a cab-forward layout that optimized the cargo bed size relative to the vehicle's compact footprint.

Market Positioning and Production

The Fiat Strada is positioned as Fiat's smallest and most affordable within its lineup, targeting the subcompact segment in where it competes directly with the Volkswagen Saveiro and . This strategic placement emphasizes its role as an entry-level , offering a balance of compact dimensions, capacity, and cost-effectiveness to appeal to budget-conscious buyers in emerging markets. The model's design prioritizes practicality over luxury, making it a staple for everyday commercial use rather than heavy-duty applications. Primarily marketed in Brazil, where it has maintained dominance in the light commercial vehicle category, the Strada also sees significant sales in Argentina and Mexico as part of Fiat's broader Latin American strategy. Exports beyond the region remained limited until 2021, with initial shipments to select European countries like Portugal, Germany, Greece, and Italy occurring sporadically since its 1998 debut, followed by expanded availability in Africa starting in 2023, and plans for a full return to select European markets by the end of 2025. Overall, it is now distributed across more than 20 countries as of 2025, underscoring Fiat's focus on regional consolidation before global outreach. Production of the Strada has been exclusively handled at Fiat's Betim facility in , , since its inception in 1998, establishing the plant as a key hub for ' South American operations. As of September 2025, cumulative production has reached 2.5 million units. The facility's overall annual capacity exceeds 800,000 units, with expansions in the enabling Strada output to surpass 200,000 vehicles yearly to meet surging demand. This dedicated supports the model's reputation as a reliable workhorse for small businesses, farmers, and urban delivery services, bolstered by its emphasis on and low maintenance costs.

First Generation (1998–2021)

Design and Chassis

The first-generation Fiat Strada utilized a unibody construction derived from the platform, designated as type 278, which enabled superior car-like handling and ride comfort compared to traditional pickup trucks. This design choice emphasized versatility for urban and light-duty applications, integrating the passenger compartment seamlessly with the cargo area to optimize space efficiency while maintaining structural integrity under load. Key dimensions of the Strada included an overall of approximately 4.40 and a of 2.72 , contributing to its compact footprint suitable for emerging markets. The payload capacity reached up to 650 kg in crew cab configurations, balancing utility with maneuverability, while the cargo bed measured 1.77 in to accommodate standard loads without compromising the vehicle's stability. The standard body style was a single cab configuration, providing two seats and focused utility, with a double cab variant introduced in 2009 to expand passenger capacity to four while retaining the same platform underpinnings. Exterior styling featured an angular, utilitarian design with the cab and bed integrated into a single cohesive unit, enhancing and reducing weight. Available in basic trim levels such as Working for essential functionality and Trekking for enhanced off-road capability, the Strada offered (4x2) as standard, with 4x4 variants becoming available from 2001 to address varied terrain needs in regions like .

Powertrain and Specifications

The powertrain of the first-generation Fiat Strada (1998–2021) centered on reliable inline-four engines from Fiat's Fire and related families, designed for the Brazilian market's demands for durability and fuel flexibility in a compact pickup. At launch, the base engine was the 1.3-liter Fire inline-four, producing 67 horsepower, suitable for urban and light-duty tasks. A more powerful 1.8-liter inline-four option, delivering 108 horsepower, was introduced later in 1998 for versions requiring greater torque, such as the LX trim. By 2003, both the 1.3-liter and 1.8-liter engines were adapted to flex-fuel technology, enabling seamless operation on , , or any blend, which significantly boosted their appeal in Brazil's biofuel-driven economy. This upgrade maintained core outputs while optimizing combustion for alternative fuels, with the 1.3-liter variant achieving up to 71 horsepower on in early flex configurations. Transmission choices were straightforward, with a five-speed manual gearbox standard across all models for precise control and efficiency; a four-speed automatic was offered but remained rare due to higher cost and limited demand in the work-oriented segment. Drive configuration was as standard, providing adequate traction for on-road use and payload handling up to 620 kg in the cargo bed. In 2001, Fiat introduced a four-wheel-drive system in the Adventure variant, enhancing off-road capability with a part-time 4x4 setup and low-range gearing for rugged terrains common in rural . Fuel economy for base 1.3-liter models averaged 10-12 km/L in mixed city and highway driving, reflecting the era's carbureted or early multipoint injection systems and the vehicle's lightweight chassis. Key performance metrics emphasized practicality over speed, with towing capacity rated at up to 500 kg for braked trailers, supporting small trailers or equipment without compromising stability. Higher trims with the 1.8-liter engine reached a top speed of approximately 150 km/h, balancing power delivery with the rear-wheel-biased load characteristics adapted from the underlying chassis.
ComponentSpecificationNotes
Engines1.3L Fire I4: 67 hp (gasoline); 1.8L I4: 108 hpFlex-fuel from 2003; ethanol variants up to 71 hp (1.3L), 112 hp (1.8L)
Transmissions5-speed manual (standard); 4-speed automatic (optional, rare)Manual favored for torque handling in work applications
Drive TypesFront-wheel drive (standard); 4x4 (from 2001, Adventure)4x4 part-time with low range
Fuel Economy (base 1.3L)10-12 km/L (city/highway mixed)Ethanol slightly lower; based on period tests
Towing CapacityUp to 500 kg (braked)Suitable for light trailers; payload up to 620 kg
Top Speed (higher trims)~150 km/hLimited by aerodynamics and gearing for safety

Revisions and Updates

The first major revision of the Fiat Strada arrived in 2001, featuring an updated front grille and improved interior plastics for enhanced durability and aesthetics. This facelift, designed by , expanded powertrain choices while maintaining core specifications across updates. The changes aimed to refresh the model's appeal in competitive markets without altering its fundamental platform. In 2004, the Strada underwent another revision with restyled headlights for better visibility and the introduction of ABS on higher trims to improve braking safety. A significant facelift occurred between and , adopting Fiat's "New Face" with bolder front styling and the addition of the 1.4L producing 85 horsepower on . Enhanced rust protection was implemented to address durability concerns in humid and coastal environments common in . The final updates from 2013 to 2021 included LED taillights for modernized rear lighting, integration of multimedia systems for improved connectivity, a third on the passenger side for improved rear access in double cab models, and the introduction of the trim with premium features like upgraded and wheels. Production of the first-generation model concluded in 2021 to facilitate the transition to .

Safety and Reliability

The first-generation Fiat Strada incorporated basic passive safety features from its launch, including designed to absorb impact energy in frontal collisions, though these were limited by the era's standards for compact pickups. (ABS) became available as an option starting in 2004 on select models like the Malibu variant, enhancing braking control on varied Brazilian roads. By 2009, the High Safety Drive (HSD) kit introduced dual front airbags and standard ABS integration, marking a significant upgrade for occupant protection in higher trims. (ESC) was not available until later revisions in the model's run, remaining absent in most configurations due to the platform's age and market focus on cost-effective utility. Reliability of the first-generation Strada earned praise for its robust construction suited to 's harsh operating conditions, such as unpaved roads and heavy loads, contributing to its enduring popularity among commercial users. The vehicle's simple mechanical design facilitated low-cost maintenance, with engines and proving durable over high-mileage use in rural and urban environments. However, early models (1998–2005) were susceptible to , particularly on the underbody and arches, exacerbated by exposure to humid and salty coastal conditions common in . Electrical issues, including faulty wiring and intermittent dashboard malfunctions, also affected pre-2010 variants, often stemming from poor connections or component degradation in dusty terrains. No formal Latin NCAP crash ratings were conducted for the first-generation Strada owing to its production timeline predating widespread regional testing protocols. Informal evaluations and historical data from similar Fiat platforms indicated adequate frontal impact protection via the , with driver survival space maintained in moderate-speed collisions, though side-impact performance lagged without dedicated reinforcements. Common reliability concerns included accelerated suspension wear in 4x4 variants, where bushings and mounts deteriorated quickly under off-road stress and poor road quality, leading to noise, uneven tire wear, and reduced handling. The 2013 facelift addressed these by refining the front suspension components for improved durability, incorporating stronger bushings and recalibrated damping to better withstand Brazilian infrastructure demands. Despite these issues, the Strada maintained strong resale value in , reflecting consumer confidence in its overall toughness and parts availability.

Second Generation (2020–present)

Design and Platform

The second-generation Fiat Strada utilizes the all-new modular MC-P platform (project code 281), shared with the crossover, which enhances structural rigidity through advanced high-strength steel construction and optimizes space efficiency for versatile passenger and cargo use. This architecture utilizes an all-new unibody structure with advanced high-strength steel construction, enhancing structural rigidity and optimizing space efficiency for versatile passenger and cargo use. Key dimensions include a length of 4.474 meters, a of 2.737 meters, and a width of 1.732 meters, allowing for agile handling and expanded interior volume that seats up to five in the double cab configuration. The payload capacity reaches 650 kg in the double cab variant and up to 720 kg in the single cab, enabling efficient transport of without compromising comfort. The exterior design adopts a modern, rugged aesthetic with a bold hexagonal grille that integrates seamlessly with the front , paired with full LED headlights and taillights on upper trims for superior illumination and a premium appearance. flexibility is a hallmark, featuring a convertible rear bench in the double cab that folds flat to extend the bed area, alongside a standard pickup bed measuring approximately 1.35 cubic meters for adaptable loading options. Trim levels comprise the base Endurance for essential utility, the mid-range with added comfort features, and the top-spec offering enhanced styling and capability.

Powertrain and Performance

The second generation Fiat Strada features a range of efficient Firefly family engines designed for flex-fuel operation, allowing compatibility with both and . The base 1.3-liter inline-four produces 101 horsepower on and 109 horsepower on , paired with 134 Nm of on and 139 Nm on , and includes start-stop technology to optimize urban . Introduced from 2021, the 1.0-liter turbocharged three-cylinder Firefly engine boosts performance to 130 horsepower on (125 horsepower on ) and 200 Nm of across fuels, also incorporating start-stop for reduced emissions and better economy in varied driving conditions. Transmission options consist of a five-speed manual gearbox standard across models or an optional (CVT) for smoother operation in the higher trims, enhancing drivability for both city and highway use. These powertrains integrate with the underlying MC-P platform's reinforced to deliver balanced handling under load. In terms of , the turbocharged 1.0-liter variant accelerates from 0 to 100 km/h in approximately 10.5 seconds, offering responsive dynamics suitable for a compact pickup. economy reaches up to 15 km/L on the with the manual transmission, supported by the engines' efficient design and . The Strada supports a capacity of 400 kg when braked, bolstered by the turbo engine's 200 Nm for stable hauling .

Facelifts and Model Updates

The second-generation Fiat Strada received its first significant mid-cycle refresh for the 2023 model year, introducing enhancements focused on comfort and connectivity in higher trims. The update added wireless smartphone charging to the variant, alongside digital automatic air conditioning across and models, improving user convenience without altering the core offerings. The infotainment system retained its standard 7-inch Uconnect touchscreen with wireless Apple CarPlay and compatibility, ensuring seamless integration for modern devices. In 2024, Fiat implemented further evolutionary changes, emphasizing performance and aesthetics while maintaining the flex-fuel powertrain lineup's continuity. The Turbo 200 GSE 1.0-liter engine, delivering 130 hp on ethanol and 125 hp on gasoline, became available across more variants, marking the Strada as the first turbo flex compact pickup globally and enhancing torque to 200 Nm for better low-end response. Exterior revisions included a redesigned front grille and integrated bumper with LED fog lights and a skid plate, contributing to a more robust appearance; new color options like a vibrant green were also introduced. Price adjustments ranged up to R$2,000 across the lineup, reflecting added features and market dynamics. The 2025 model year brought a special Tributo 125 edition to commemorate Fiat's 125th , based on the premium trim and priced at approximately $22,000 USD equivalent (around R$138,000). This limited-run variant featured exclusive accents, darkened wheels, leather-wrapped elements, and an advanced system with Apple , rear-view camera, and digital air conditioning. improvements yielded up to 800 km of range on a full 55-liter , primarily through optimized flex-fuel tuning in the 1.3-liter Firefly engine (107 hp). Minor tweaks included refined suspension calibration for enhanced ride comfort on varied terrains, broadening off-road appeal without major structural changes. In October 2025, announced plans for a 2027 model year Strada featuring a 1.0-liter turbo hybrid engine, redesigned exterior inspired by the Grande Panda, and a fully digital interior, though full details are pending as of 2025.

Safety Features and Ratings

The second generation Strada incorporates several standard safety features designed for enhanced driver and occupant protection. All models include (ESC) and hill-start assist as standard equipment, while higher trims such as the add rear parking sensors for improved maneuverability. The double cab configuration is equipped with four airbags—two frontal and two side head-thorax types—to mitigate impact forces in collisions. In the 2022 Latin NCAP crash test for the double cab version, the Fiat Strada earned an overall one-star rating out of five. It scored 41% for adult occupant protection, reflecting adequate side impact performance where the side barrier test provided good head and chest protection, though frontal offset results showed higher risks of chest injury. Child occupant protection received 53%, supported by the availability of ISOFIX anchors, while pedestrian protection was rated at 40% and safety assist features at 49%, including the standard ESC but lacking advanced systems like autonomous emergency braking. The vehicle's MC-P platform contributes to its overall crash structure by providing a intended for better energy absorption, though Latin NCAP noted the bodyshell as unstable and unable to withstand further loads beyond the test requirements. Regarding reliability, the second generation Strada benefits from a standard three-year factory warranty in , extendable to five years through optional plans, which covers manufacturing defects and supports long-term ownership. No specific enhancements to corrosion resistance have been documented for this model, though general engineering focuses on durable materials for South American market conditions.

Commercial Performance

Sales and Market Share

The Fiat Strada has achieved significant commercial success in since its introduction, with the first generation (1998–2021) accumulating approximately 1.5 million units sold by the end of 2020. Annual sales peaked during the , reaching 118,620 units in , driven by demand for its compact utility in urban and rural applications. This performance established the model as a staple in Brazil's segment, contributing to Fiat's overall market leadership in the country throughout the decade. The second generation, launched in 2020, quickly gained traction, selling 80,041 units in its debut year despite pandemic-related disruptions. By the end of 2024, cumulative sales for this generation exceeded 500,000 units, with annual volume reaching 144,690 units that year alone. As of September 2025, overall Strada production surpassed 2.5 million units since 1998. In October 2025, the Strada sold 14,040 units, helping achieve over 50,000 total sales that month and reinforcing its market leadership. In January 2025, the Strada maintained a 5.5% share of Brazil's overall light vehicle market, underscoring its ongoing dominance. Exports have supported broader regional penetration, with approximately 26,000 units shipped annually from , primarily to Latin American markets such as and . The first generation also saw limited European distribution from to 2011, with sales concentrated in countries like , , , and , though volumes remained modest compared to domestic figures. Throughout both generations, the Strada has consistently led Brazil's compact pickup segment, often outselling key rivals like the Saveiro by a ratio of about 2:1, as evidenced by monthly data such as July 2025 (12,895 units for Strada versus 5,696 for Saveiro). ' pickup lineup, including the Strada, secured a 43.1% share in Brazil's pickup category in 2024. This leadership reflects its strong alignment with local needs for affordable, versatile transport.
YearKey Sales Milestone (Brazil)Market Share (Overall Light Vehicles)
2013Peak first-gen annual: 118,620 unitsN/A
2020Second-gen launch: 80,041 unitsN/A
2024Second-gen annual: 144,690 units; cumulative second-gen >500,0005.8%
Jan 2025Monthly: 8,777 units5.5%

Reception and Awards

The Fiat Strada has been widely praised in Brazilian automotive media for its affordability, practicality, and adaptability to local needs, particularly as a versatile workhorse for urban and rural users. Publications like Quatro Rodas have highlighted its strong value proposition, awarding it the title among light and intermediate pickups up to R$150,000 in 2024, while also recognizing its resale value in partnership with . The second-generation model, launched in 2020, earned acclaim for its modern technological upgrades, including improved connectivity and safety features, securing the Pickup of the Year honor from Autoesporte in the same year. User feedback from owners emphasizes the Strada's exceptional and low costs, with many reporting reliable performance over extended use in demanding conditions, positioning it as a benchmark for in the compact pickup segment. Satisfaction ratings are generally high, reflecting its robustness as an everyday , though first-generation models have drawn some criticism for elevated cabin noise at highway speeds. The Strada has amassed over 40 industry awards since its debut, underscoring its consistent excellence in the Latin American market. Notable recognitions include the Picape do Ano from Autoesporte in 2009 for the Adventure Cabine Dupla variant, the Best Resale Value award from Quatro Rodas in multiple years such as 2015 and 2020, and a bronze medal in at the 2021 Design Awards for the redesigned . In , it was voted Best Small Pickup at the Carsughi The Favorite Car Awards, further affirming its appeal among professionals and consumers. In , the Strada holds iconic status as an affordable utility staple, revolutionizing the compact pickup category upon its launch and becoming deeply embedded in national culture through widespread use in , small businesses, and media portrayals. Its prominence is evident in creative campaigns, such as a 2020 Fiat Brazil ad featuring a resurrected driving the vehicle, which amplified its image as a fun, accessible everyday hero.

References

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