Fiat aims at better brand positioning in India

The Indian ride for Fiat has been full of ups and downs and after a good start in 2009, the sales numbers started dwindling post 2012. The sales volumes have been dismal ever since Fiat went solo on the sales & network front, despite launching three new products. With the appointment of a new chief, at the helm of affairs,  Fiat is now looking at revamping its strategy for India.

Fiat has always has good products but has traditionally been struggling on the network and service front. While there has been improvement in these areas, it does not reflect in the sales, which continue to be poor. Fiat has failed to put across the strengths of its cars to the masses,  a fact which the new President and MD of Fiat Chrysler Automobiles, KevinFlynn also acknowledges. As per him, Fiat cars have extraordinary traits like world class styling, superior ride and handling, uncompromising safety, a strong build and the cars are very well equipped with multiple contemporary features.  A combination of these traits are hard to find in competition products, however, Fiat has fallen short in clearly positioning itself and building a strong brand appeal.

Therefore, Fiat is now trying to re-focus on these core values of its cars, in order to clearly communicate them to customers.

The launch of the Abarth brand is a testimony to this, where the company is trying to increase awareness of its performance prowess by bringing it to the Indian market. The company launched the Abarth 595 Competizione sports car, a few days back and this launch will be followed by two other products namely the Abarth Punto and the Abarth Avventura. According to Kevin Flynn, the coming year is going to be a challenge for Fiat, after which the company is looking at introducing all new products in its portfolio as well as the Jeep brand.

The fan following for Fiat cars has always been big and this community has grown over last few years. Ones who have driven Fiats, understand the strengths they possess, however, at a mass level people are still oblivious of their uniqueness.