Thread Starter
#1
EDIT: Full Coverage + Pictures of Fiat Caffè: http://www.theautomotiveindia.com/f...h-new-delhi-coverage-pg-4-a-4.html#post125100
Economictimes reports -
As its partnership with Tata Motors failed to yield desired results, Fiat is charting out a new strategy to turn around its fortunes. The Italian car major plans to open exclusive companyowned brand stores in major cities, apart from hiring a consultant to suggest revival path. The brand stores would be an indirect way of starting its own retail format without involving Tata Motors, though the company has denied this. The stores will help in generating inquiries (and hence sales), with the aim of marketing Fiat cars.
Fiat has been a laggard in the Indian market, despite having competitive products like Punto and Linea and failed to ride the boom in car sales. Alarmed, it is now taking steps to highlight the brand more aggressively, “something that will be done through the exclusive brand stores,” Rajeev Kapoor, MD of Fiat’s India operations, told TOI.
The company, which has seen sales fall 8% in the first six months of this fiscal at a time when the overall car market boomed 34%, will open the brand stores, or “image points”, at Delhi, Mumbai, Pune, Chennai and Bangalore.
“These stores will display the “real” Fiat brand, and would be a place for meetings, a place for small gatherings and events," Kapoor said. Fiat will also display its merchandise and accessories at these brand stores, which will also serve authentic Italian coffee.
“We want the customers to experience what the Fiat brand stands for as we feel that the focus at the dealerships is more on selling cars than on brand promotion.” Fiat, known globally for style and flair, is trying to recreate the model that it has developed in several countries to highlight its brand. Globally, the company has several image points to showcase brands like Fiat, Lancia, Alfa Romeo and Maserati.
Kapoor, however, emphasised that the stores will not mean setting up of an independent retail network by Fiat. “This will remain confined to the joint Tata-Fiat dealerships. But yes, the stores will help in generating sales inquiries and pass them on to the dealerships.”
Fiat has also hired global consultancy firm Accenture to suggest ways to improve its position in India. “It will have a comprehensive look at our retail network in India and point out weaknesses and ways to address them.
Economictimes reports -
As its partnership with Tata Motors failed to yield desired results, Fiat is charting out a new strategy to turn around its fortunes. The Italian car major plans to open exclusive companyowned brand stores in major cities, apart from hiring a consultant to suggest revival path. The brand stores would be an indirect way of starting its own retail format without involving Tata Motors, though the company has denied this. The stores will help in generating inquiries (and hence sales), with the aim of marketing Fiat cars.
Fiat has been a laggard in the Indian market, despite having competitive products like Punto and Linea and failed to ride the boom in car sales. Alarmed, it is now taking steps to highlight the brand more aggressively, “something that will be done through the exclusive brand stores,” Rajeev Kapoor, MD of Fiat’s India operations, told TOI.
The company, which has seen sales fall 8% in the first six months of this fiscal at a time when the overall car market boomed 34%, will open the brand stores, or “image points”, at Delhi, Mumbai, Pune, Chennai and Bangalore.
“These stores will display the “real” Fiat brand, and would be a place for meetings, a place for small gatherings and events," Kapoor said. Fiat will also display its merchandise and accessories at these brand stores, which will also serve authentic Italian coffee.
“We want the customers to experience what the Fiat brand stands for as we feel that the focus at the dealerships is more on selling cars than on brand promotion.” Fiat, known globally for style and flair, is trying to recreate the model that it has developed in several countries to highlight its brand. Globally, the company has several image points to showcase brands like Fiat, Lancia, Alfa Romeo and Maserati.
Kapoor, however, emphasised that the stores will not mean setting up of an independent retail network by Fiat. “This will remain confined to the joint Tata-Fiat dealerships. But yes, the stores will help in generating sales inquiries and pass them on to the dealerships.”
Fiat has also hired global consultancy firm Accenture to suggest ways to improve its position in India. “It will have a comprehensive look at our retail network in India and point out weaknesses and ways to address them.
Last edited by a moderator:
![[lol]](https://www.theautomotiveindia.com/forums/images/smilies/Laugh.gif "Laugh [lol]")
