No matter how much of money or efforts you pour into "brand" building, ultimately what drives success or failure, is the end customer experience. From what I have read and heard about Fiat, it needs to pull up its socks on that front.
From a car buyers' perspective, what I look for are the following:
1) Ease of access to information on product
2) Ease of actually purchasing the product i.e. the sales experience
3) The after sales experience i.e. service delivery
You may tom-tom all you want about how good your product is, but at the end of the day, if it fails to meet customer expectations, it just will not sell.
I agree that this is a step in the right direction, but as the saying goes....there are many more miles to travel.
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Experience is a hard teacher because she gives the test first, the lesson afterwards....... |