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FIAT India Sales

Discussion in 'Fiat India News' started by amogh, Feb 5, 2015.

  1. Ravi

    Ravi Staff Member Janitor

    Messages:
    6,001
    Bangalore
    Grande Punto 1.3
    Sales April 2015 (Source : Management Punditz)

    Fiat Punto Evo + Avventura : 559
    Fiat Linea : 121

    Total : 680
  2. SOOZ_P

    SOOZ_P Regolare

    Messages:
    316
    BANGALORE
    Bangalore
    Grande Punto 1.3
    Good. Maintaining consistency.
    Amit Rox likes this.
  3. Vidhyashankar Kannan

    Vidhyashankar Kannan Regolare

    Messages:
    271
    Hyderabad
    Hyderabad
    Avventura 1.3 90 HP
    The hidden gem is the outsourced sales somewhere in that 1 lakh+ cars of Maruti, Tata and Chevy. The dirt is the inability to increase their own sales any more.
    Amit Rox and bharath like this.
  4. prabhjot

    prabhjot Esperto

    Messages:
    2,446
    delhi ncr
    i20 elite: 12400+
    Swift: 16400+
    Liva + Etios Cross: up 80% +

    Tata Zest: less than 2000
    Tata Bolt: less than 700

    VW Polo and Vento: down a lot compared to March
    Micra: 400 odd, i think

    Duster: down by 1500 or so since March, the Lodgy cannibilization?

    Terrano: up to 1500 or so

    Chevy: withering on the vine, fast

    Ecosport, though: holding up steady at 3500-4000 a month.

    The Japs (MS, H, TYTA) + the Korean have CORNERED the market to the tune of 80% + share, except for the Ecosport+Duster+Scorpio. Competition for the latter from them will be here shortly: their mass market share WILL rise even further.

    Tata Motors have failed to re-launch themselves with the Zest and Bolt, despite all the advertizing, class-best cars, mind-bending vfm, revamped dealers and TASS, etc. Even the Zest is dipping fast month by month, already.

    Perhaps Ford with their new Figo (Aspire) will carve out some space for a non-East-Asian firm? Sure, but Ford's keener on exports, just to be on the very safe side in a nasty tough marketplace.

    NOTE for FIAT/FCA
    :

    The effort and the capital-wager so far (since the re-launch of the brand, away from Tata) has proven too meagre.

    Now, either you amp-it-up by a factor of 7X (that's what it will take against the East Asian firms, at least)

    or,
    if you want to be prudent: you will focus from hereon on Jeep, on Jeep exports, and move Fiat more into the ckd-type higher segment cars (Viaggio, Ottimo, 500X, 500L...?) and t-jet Punto/Avventura, Abarth, etc, while the Linea and Punto mjd continue.

    Waiting to see which of these you choose to do. Surely not both, going by your risk-averse, chastened and profits-first character. It may not even be wise at all to attempt both. Reassess in 2018, but do the prudent thing and launch 1 or 3 low-risk ckd-with-India-made-powertrains cars/crossovers, till then, to go with the Jeeps. And keep the profits via Tata and Maruti going, if posiible add to them by offering these two firms the 1.6 mjd too to be made in Ranjangaon.

    And make an official announcement or two of your plans, either way. Build more confidence.

    affectionately,

    your well-wishers (pretty much all Fiat owners, and many others)
  5. Raj_pol

    Raj_pol Regolare

    Messages:
    495
    Bangalore
    Punto Evo 1.3
    @prabhjot Just one point on that Tata front - the Zest or the Bolt was never ever going to do well because irrespective of what is inside the car, the car itself looks too much like the Indica. Partly because of the taxi drivers and partly because of the way they maintain it, it is probably the most hated car in India (at least in Bangalore). No one would want to buy a car at that price point that reminds one of the Indica. I am surprised Tata is not able to leverage it's luxury brands to design something more compelling and different looking.

    Mind game : - Here is a mind game that you can play. Imagine a car that looks beautiful - looks if I say borrowed liberally from Italian & German car makers. Put in an average engine, decent body, insane amounts of bling and sell it in the Indian market. No, ever heard of the Elite i20 :p For sale's figure's refer above :)

    That is also the reason Prof. that the Jeep will not sell. No one care's about the V6 inside. It looks too much like a Thar aur worse the Mahindra to sell at CBU level price-points.

    Marketing, we all need a course in marketing for the Indian market, a course on what the mango man wants.
    Dr. Fixated, prabhjot and bharath like this.
  6. Vidhyashankar Kannan

    Vidhyashankar Kannan Regolare

    Messages:
    271
    Hyderabad
    Hyderabad
    Avventura 1.3 90 HP
    Bang on. We all hate the insane Indica drivers on the road. Tata decided to stick to its core design of the same looks and effectively killed itself. They should have understood how important it is to segment the market and offer something different to individual buyers. Especially when they have a brand like Jaguar under their belt. Any change would have been welcome. But one look at the approaching headlights and that "ewwww, taxi! taxi!" feeling is back.

    Totally. Without a rebranding, no one's going to buy the Jeep. Maybe if they start a Chrysler showroom without even a hint of the Fiat logo anywhere, it might work. And it needs to be seriously good at something to justify that price.

    Regarding a course in marketing, Fiat know what needs to be done. Their US and UK ads prove they have the ability. They just don't want to here.
  7. prabhjot

    prabhjot Esperto

    Messages:
    2,446
    delhi ncr
    I suspect we are being much too pessimistic about Jeep in India, especially since 'Jeep in India' is going to be mostly about EXPORTS, and less about immediate bumper retail sales.

    From a North Indian/Panjoo/UP/Haryana perspective: the Jeeps will sell by the (relative) plate-full of raajmaa-chaawal. Even the Wrangler, let alone the Grand Cherokee, the Cherokee, the India-localized-including-engines C-Suv at Fortuner-like prices, and the Renegade. The last one will possibly struggle, since it will be seen as too small, too Mahindra-like, too expensive.

    They do know marketing, nowadays under Olivier Francois, @Vidhyashankar Kannan, agreed: the problem has been the scale of risk-capital they're willing/able to devote to the Indian market, which needs very very, unusually big marketing and distribution and servicing outlays for brand-revivification.

    We'll see when the Jeep launch happens (early next year?): clean-sheet brand, better more viable dealers, higher margins, underwritten by exports to (at least) all RHD markets.

    They have been growing scorchingly in every market over the last 2-3 years, including China, Australia, LatAm, Europe, Japan, North Africa, the Middle East. Just got to watch the pricing: should stay well below the most expensive Germans in the respective segments.

    Methinks the debacle of Tata's radical, and radically expensive, wholesale relaunch gives the lie to any idea that the problem is the product, its engines, its marketing, its equipment-levels, its pricing, salespeople etc.

    The Zest and Bolt are truly class-best cars in any case, let alone VFM, and they look and feel terrific too, esp on the inside, even on the outside! The new/upgraded dealerships and service centres and website and customer care processes etc are impressive, so taxi-image or not....it just shows how hard and EXORBITANT cost-wise legacy brand-negative-momentum just IS to reverse in the Indian market culture.

    Harder than any other market, developed or emerging, which is why India is the only significant car market with such a high degree of market concentration among just 3-4 firms, all East Asian of course.
    Amit Rox and Dr. Fixated like this.
  8. Vidhyashankar Kannan

    Vidhyashankar Kannan Regolare

    Messages:
    271
    Hyderabad
    Hyderabad
    Avventura 1.3 90 HP
    If it is for exports mostly, then by all means, it would be a cost effect success. Retail could happen on order. Maybe actually make it available exclusively in higher end showrooms.

    Now this is something I forgot. Yes, the Jeep's main market as Punjab and Haryana makes sense. I have driven through both states and was amazed to see the level of mods that people have done even to 800s and WagonRs. But the rest of India is still going to be a tough market. It is all about image building. Indians carry preconceived notions to the point of gross distortion a lot that they are unwilling to even give a second chance.

    Agreed. And whether the effort is justified or not is the main question. Frankly, if they are profitable and have attained their business goals, who are we to complain as long as we keep getting decent cars. I am just assuming that they may want to sell higher numbers looking at the effort put into the Avventura and the Evo followed up by drab marketing. Either thing has to be done.

    I really wish you are right. But India is a weird market. So there is no saying what will happen. Still makes sense to open a Chrysler showroom. Maybe if Fiat merges with Suzuki by that time, the FASS will improve in terms of reach like nobody's business.

    Both are really great cars. The space inside beats every other car in its segment. It could be the interest in Phoren products or just the visual similarity to Indicas. They did a great job but tough luck. The branding curse again to the fore. Changing the mindset in India is very very hard.
    Dr. Fixated, acechip and prabhjot like this.
  9. acechip

    acechip Superiore

    Strolling past our car park after lunch today, a colleague remarked at a Zest .. so this is the Zest ! Looks quite ok. What might be the price ? I said, may be around 8 lac (seemed to be a higher trim) .
    He said, "what! 8 lacs, its a Tata, it should be available for 6 lacs". I asked him why? Just because its a Tata ? What exactly does an Xcent have that this one hasnt apart from the phoren badge ? He was quiet.

    Just goes to show our mentality- and reflects in all walks of life actually. India must be having a communal problem, no ?Because America says so. Doesnt matter that they have race riots/mass looting every now and then.
  10. prabhjot

    prabhjot Esperto

    Messages:
    2,446
    delhi ncr
    To be fair I don't think it's a simple phoren-is-better thing much at all in Tata's case. Their image has taken a beating in the last 3/4 years of Ratan Tata's reign, as they took too long to launch new products, failed to keep up with the more ostentatious/louder styling that came into vogue a few years ago (in mass market hatches/cars), had stretched dealers and ASS centres that mixed the plebian cabbie/trucker with the 'rising middle class'.

    In fact Maruti Suzuki is regarded as INDO-japanese, and....most mass market buyers are pretty skeptical/wary of, if not hostile to, Europeans but also American brands as a group, all else being equal.

    The major slowdown in overall retail car sales we saw between 2012-2013 and most of '14 seems really to have precipated a shift en masse to the 'most trusted' rather than only liked/admired brands: i.e., to MS, HY, H and T. (talking hatches and sedans here, not the likes of Scorpio, XUV500, Duster, Ecosport).

    That sort of mass consumer behaviour is common across the world in recessionary car and other markets. Tata bore the brunt of it, especially since the Japs and Koreans (esp HY and H) were very active with ostensibly great, aspirational new car models.

    Of course it is a never-ending game, IF Tata and others have the capital to stay in it for the long-run, to burn for at least a couple of years. At least. Tata Motors has huge overcapacity, is overmanned, and has little recourse to easy export opportunities. They've said their entire renewal campaign has a budget of 3000 crores, there are other new models coming, let's see. JLR zindabad.

    If they're still in crisis mode a year or two from now, a merger with say...FCA including jlr in the deal, would always be a 'good' and available option, no?
    Last edited: May 7, 2015

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