With i20 "cross" launching soon, the going only gets tough for the Fiat. I agree with other's voices here, marketing and brand positioning does help and Fiat has failed in this regard. To substantiate the same - A conversation today morning at office: A: Am buying i20 petrol Me: If you are keen on petrol, why not look at VW Polo as well. It has better build and handles better than i20 A: No, I shall go with i20 Me: Why? Did you test drive i20 or Polo? A: No, haven't you seen the i20 adds and hoardings? New i20 is on par with Audi and BMW Me: No words! Walked out of the conversation. Bottomline: People do associate and regard Hyundai on par with premium brands and credit goes to Hyundai for building such a perception in people's mind.