I agree about the Caffe's. It is a unique concept and if executed well has the potential to totally change the car buying process & experience for customer's. I have never been to one till now but to build their brand they need to have touch screen kiosk's where prospective buyer's can look at Fiat range of car's abroad. In India, many people still associate Fiat with the Premier Padmini's and that's not good for the brand. They should also educate customer's about their other brand's like Alfa Romeo, Masaerati & Ferrari, maybe get a few of these car's and put them up on display. With announcement of the Jeep launch, they should be looking at displaying the Grand Cherokee at these caffe's. All these activities will help in brand building. Apart from that, they need to make car buying a fun experience. Do away the extremely business like approach that we see at normal dealership's and present the caffe's as a friendly place where you go to buy a car but eventually end up not only buying a car but also having a lot of fun and making friends. The sales consultant's and hostesses should be very friendly. Anyhow, enough of my silly attempts at trying to be a marketing & branding expert . Absolutely agree .