Surviving in the Global Market: ‘Americanisation’ and the Relaunch of Italy's Car Industry after the Second World War

Abstract

AbstractThis contribution sheds light on the successful recovery strategies developed by the Italian car industry after the Second World War and in particular the ‘innovation through creative imitation policy’ that characterised its relationship with American producers. This policy was feasible because the Italian car sector, and Fiat in particular, was fairly well prepared to measure itself against the American model and aimed at technology-transfer-based Americanisation in order to make itself competitive in the global market. Mass production adapted to Italian plants and necessities, combined with Italian style and design, was seen as a path towards international relaunch. Fiat's subsequent development of its own technological resources and innovation strategy enabled it to weather the ups and downs of its long-term business history. When in 2009 an alliance with Chrysler was signed, Fiat's technological capabilities in the field of innovative ecological and fuel-saving technology and its long-standing attention to style and interior design were judged important inputs to help the American car-maker (and Fiat itself) to survive in the global market.