Another important part of the Strada's leadership is that it's a solution that combines robustness and versatility in one compact pickup, good for both freight and family outings. This won consumers' hearts with style and reliability, while being economical and relaxed. Since then, each released version has been a success, not only in Brazil, where it is produced, but also in Argentina, Paraguay and Uruguay, where it's exported.
FCA's Director of Product Development for Latin America, Márcio Tonani (photo), was one of the creators of the Strada. "It all started in 1996 in Turin, Italy, where an Italian-Brazilian team began developing the car. Just like the Weekend and the Siena, it was a derivation of Palio, the brand's first global car. The strategy was to transform a compact pickup truck into a vehicle synonymous with robustness, agility and practicality, adjectives that would make the Strada a sale success and still goes on today", he says.
For Tonani, among the innovations launched with the model, the most striking one was the extended cab, an unprecedented concept for the segment. "It was fully developed in Latin America, with the collaboration of Italian colleagues. It was a great milestone, where we conquered, with the Strada, the leadership in the Brazilian market", he recalls. "But the greatest moment was yet to come. That was when we launched the 3 door Strada, the first pickup in the market to be a bestselling vehicle, surpassing the passenger car", highlights.