@prabhjot while I agree to all your points, I still stress the fact that sales numbers are very important. Look how Duster is selling. As much as Fiat, Renault is new to India. That's one up Renault. To improve sales, they could do the following: New Models - Tipo (replacing Linea), Bravo (New Intro), Jeep/500x mini SUVs - Abarth launch is a good move. New Tech - New Engines, Auto/AMT boxes, Park assist etc. New Customization options: Customers can configure their own car - add features, choose colors etc. as opposed to standard models New Finance options As a leader in technology and such die-hard fan base, Fiat must introduce some firsts in the market. Like twin-air engine. In USA models, they have a one touch light steering. It means, the superb hydraulic steering is a little tight at parking speeds, so while parking they have a button that converts it to electric and it becomes super light. Once you start rolling, you can switch it off and get back the hydraulic steering. Such features will help them differentiate and position themselves in a unique way. This is give a solid reason for aspirants to get interested with this brand as opposed to tried and tested, safe options. We have a tendency to blame the marketing for all the sales failures. In Fiat's case, it is not just the short fall of the marketing function, but also product strategy is not strong enough.