Marketing needs to be an ever-going, on-going thing. You spend once or twice and it does not feel national or global in real sense hardly makes it effective advertising. A campaign like Ab ki baar... sarkar where so many never even knew or bothered to find who was or could be a more appropriate candidate, but an entire nation came together to keep aside major/minor differences in political views and chose one leader who felt right (not possible for Aam Junta to delve too much into fact finding behind the scene). Now That was a Campaign of-course. A few ads here and there could not capture the imagination of people does not translate into brand building. Only efforts sure, but less result. For consistent marketing you need that many product launches and/or offers. They had such a wondercar the UNO which was a great package (albeit older gen looking with no curves) but better overall package. The opportunity was given by these very people who today buy the Swifts and i20s. But they could not deliver and lost crucial ground from the market. Maruti no matter how much we argue about engineering is a brand that is built a lot on trust which included good products and service. They had their share of failures too and will have some in future too. In one of his interviews Mr. Sergio said that he could perhaps take (absorb) just one (only one failure of a model) after the crucial initial years of recovery for Chrysler. This he too has already factored in. I think if you are right on market research, quick to adapt, afford to take reasonable risks you cannot always fail reasoning that the market is not ready yet. You will slowly steadily surely build and grow your own product offerings and steady following of customers. It is time to go from strength to strength (after identifying them) and create a position in market as the Japanese and Germans do not (would not) give up without a tough fight even in these tricky markets. Fiat cannot sustain survive on small portfolio and smaller no. of enthusiast cars. A Fiat Sales guy was quick to point out to a friend "Sir you are comparing with Maruti, they have a product at every price range (in mass market passenger cars)" Totally agree to this bit.