Team-BHP - View Single Post - FIAT kicks off its new branding strategy.

amit · 4th February 2008, 16:13

The problem with Fiat sales today is that you can barely see a Fiat showroom anywhere. Yes Fiat's are sold through Tata-Fiat dealerships but look at any dealership and you can only see TATA all over. Fiat is sitting in one corner and you actually have to make an effort to find the Fiat logo and it actually takes a couple of seconds to locate the Fiat name on the dealership board. Same thing happens with the cars parked outside the deaelership. We can only see Tata cars out there.

Firstly, a prospective car buyer doesn't have a Fiat product shortlisted in his mind when he goes to buy a car. To add to that, he actually has to find a Fiat outlet to just go and take a look at their product. Thats just the beginning because once inside a dealership he sees that everyone is more interested in pushing the Indica and Fiat's products are languishing in some corner like orphans. Would he buy a Palio then?

Is it any wonder then that Fiat sells fewer Rs.4.5 lac Palio's then Honda sells a 2 million rupee CR-V every month?

4th February 2008, 16:13	#14 (permalink)
amit Distinguished - BHPian Join Date: Feb 2004 Location: Mumbai Posts: 2,101	The problem with Fiat sales today is that you can barely see a Fiat showroom anywhere. Yes Fiat's are sold through Tata-Fiat dealerships but look at any dealership and you can only see TATA all over. Fiat is sitting in one corner and you actually have to make an effort to find the Fiat logo and it actually takes a couple of seconds to locate the Fiat name on the dealership board. Same thing happens with the cars parked outside the deaelership. We can only see Tata cars out there. Firstly, a prospective car buyer doesn't have a Fiat product shortlisted in his mind when he goes to buy a car. To add to that, he actually has to find a Fiat outlet to just go and take a look at their product. Thats just the beginning because once inside a dealership he sees that everyone is more interested in pushing the Indica and Fiat's products are languishing in some corner like orphans. Would he buy a Palio then? Is it any wonder then that Fiat sells fewer Rs.4.5 lac Palio's then Honda sells a 2 million rupee CR-V every month? __________________ Some people drive cars. I drive the Palio.