Fiat has been in India for over 15 years now, if I remember correctly, after Daewoo & Hyundai, Fiat set up operations in India with the Uno. Till date, the company keeps announcing plans for a sales and service network & product strategy. How will sales come when you haven't sorted out basics in over 15 years? How many more 'comebacks' and 'new innings' are you going to talk about? After the Uno failed, Fiat made a 'comeback' and started it's 'new innings' in India with the Palio. After the Palio failed, they again made a 'comeback' and started their 'new innings' with the Linea & Punto. Now that these cars have also failed, Fiat will again announce a 'comeback' and 'new innings' when they launch their new small car. When that car fails they will probably again announce a 'comeback' and 'new innings' with a Fiat badged Dodge Dart and Chrysler Voyager (Freelander). People are not fools to buy your nonsense again & again. Even after 15 years Fiat does not know what Indians want. Uno - messed up bookings & delivery. The cars that got delivered were with carbaurettor's when Hyundai was positioning it's Santro as a technological marvel with MPFI technology. The first lot Uno were troublesome cars. By the time, Fiat launched the Uno wth MPFI engine & sorted out the mechanical's the car has earned a reputation of being unreliable. Moral of the Uno story: Give people a car that's reliable. There is nothing new in this. Whether you are selling a car to an Indian, European, American or monkey's we all want a car that works flawlessly. Also, sort out the sales , service & spares issues. Palio - People loved this car. It was selling 3,000 units every month and was starting to give sleepless nights to Hyundai. Then news started trickling in of poor fuel efficiency. The mileage, actually, wasn't as bad. Fiat goofed up and 'forgot' to caliberate the odometer to the tyre sizes they were using in India compared to Brazillan versions resulting in the car under-recording the distance it travelled. By the time Fiat launched the NV variant the Palio was dead. With falling sales came the usual problems of poor service & lack of spares. Moral of the Palio Story - Indians want a fuel efficient car. Nothing kills a car faster then reports of poor mileage. Add the fact that the Palio was selling in 2002 and the quick end the Palio faced becomes clear. Respond fast to market challenges. There was no response from Fiat for months about the low mileage and falling service and spares issues. You can't take your own sweet time to wake up from your siesta and expect success. Linea & Punto - It's 2009, Swift is the hatchback king. Indians are more mature car buyer's and understand that just cause a car is a hatchback it's not going to give 15kmpl in city. Swift returns barely 10kmpl and people are lapping it up. Yes, performance expectations are higher today then in 2002. Perfect time for Punto equivalent to a Palio 1.6. Fiat gives us Linea & Punto. Idiotic gearboxes mean the cars are lethargic and sluggish in first two gears. Sure they are highway kings but this is India. The best you can do on our Indian 'autostrada' is 120kmph. Fiat's flagships shine after that speed! Poorly screwed interiors, poor quality plastic's, frequent reliability issues like CSC , air con, strut mounts seal the fate of the cars. The rest is done by the dealer's. Though it's 2009, India is not ready for joint dealership's. Forget car buyer's, even dealer's are not ready to sell competing car's. Fiat goofs up by going into a JV with Tata and having to give their engine & gearbox to Tata cars. Moral of the Linea / Punto story - Reliability is supreme. When your Uno failed in 1995 due to reliability issues how can you expect the Indian car buyer in 2010 to expect anything less then stellar reliability from your cars! A major automotive company should have realized India is not ready to see joint dealerships. Specially not when you are a struggling car maker trying to find your base in India. Maruti could have joint dealerships with Tata because people know none of these companies will pack up and leave if things go bad in the market. Fiat failed to penetrate what it was aiming to achieve with the joint dealership concept down to the level where it mattered - at the dealer level. Every car they launched had few things in common. Reliability (except the Palio) was not upto standard in any of the car's. Service & spares issues marred the prospects the product had. Every car Fiat launched also got a very good initial response which later fizzled out as reliability issues cropped up. Add to that, Fiat' failure in sorting these issues quickly resulted in customers walking away to competiton. Fiat has not learnt their lesson in last 15 years and 3 products despite every product teaching them the same lesson! Like I said, the car buyer is not a fool. Sure there are some passionate customers out there but many among them are not passionately foolish either.