In terms of what we should be compared to, the FIAT is an A segment car making it a direct competitor to the Smart Fortwo, and other B segment cars such as Fit, Yaris, Accent, Cooper, Sonic, the smaller Scions, Kia Soul, Versa, Fiesta, and I can't think of any others.
Most of the time, however, we're finding that our customers are looking at the 500 as the small economy car option on their list of possible purchases. As in, they're not looking at any of the cars listed above, but they are comparing the 500 to Golf TDI which I believe is C segment, I find myself competing against the Prius more than the Yaris. I get a lot of people comparing FIAT to small SUVs instead of the Fit, more like the CR-V and Rav4. The most common competitor I face is the Hyundai Elantra or Veloster, both of which are great cars IMO. We did just take a 425 mile Veloster in on trade though. We definitely face a lot of competition from Cruze because its a well equipped vehicle, same story with the Focus.
If there was one car, however, that I'd say I hate to compete against, its the Mazda 3 because I like that car as much as I like FIAT.