@acechip You are quite, though not entirely, wrong, sir, am afraid: FCA has indeed been marketing (the Crafted for car lovers campaign, also Abarth ads) across media: I have seen full and half page ads, billboards, 'paid??' favourable automag reviews, lakhs of youtube video 'hits' and so on. They have had several ad campaigns over the last year and a half (from the 'make the move' ones onwards.) The Brand is is bajao-ed sirji, in the eyes of the vast numbers of the public, that is all: the products, their prices and feature-set etc are not the problem, and the ad-s aren't either. I have been claiming this forever: it will take several years of incremental brand-trust improvements, many model launches, many many ad campaigns small and big, before any breakthrough. Not before the 2017/2018 all-new models. If then. Nobody from my experiences, ever buys a car or a house based on ads, sachin, dhoni, viraat kohli, sunny leone or not! ALSO: neither Ford nor Renault nor nissan nor VW nor Skoda nor Chevy are making any 'progress' in india. They continue to accumulate losses, over and above their legacy-losses, their market share is stuck or in decline from already low levels. The ONLY 'progress' Ford and Renault-Nissan have made is in using India-as-export-base for cars, components and r&d, despite one model each that were a sales-hit, since they were first-movers without any competition from the Indian baazar dada-s (Ecosport and Duster, respectively). That, then, is the key: FIAT would not need too much more than 2% marketshare to offer good vehicles here at a profit for dealers and themselves, IF, that is, they add an export-centrism to their engine sales, sales of the amt gearbox, and the tata jv factory that sells so many more tata-s than it does fiat-s. FIAT would not need to market and advertize themselves to losses after losses (like VW), nor would they need to take the wild 'third world car' bet after bet with bad bad odds that Carlos Ghosn has so spectacularly and failingly been taking since the Renault Logan.