We Fiat lovers and the Indian car buyers at large would be so much more pleased if Mr.Merchionne can get his company and his representatives in India to demonstrate half the guts that he so ardently admires of Suzuki. It has been 4 years since the Linea & Punto were launched in India and within a quarter of their launches the writing was out there on the wall. The Indian buyers desired the 1.6 MJD and wanted an improved fit and finish in their products. It took them close to half a decade to correct that obvious glaring short coming and probably would require another half a decade more to introduce the 1.6 MJD. In these 4 years, VW which was non-existent in the segment at that time, came in and literally bull dozed the market with an offering which were seemingly better in precisely those two counts. Fiat meanwhile stagnated like a fossil and watched themselves being pushed to oblivion and like always lamented on their fate in India. People argue that they were bound by legalities of the JV with Tata, but honestly I find it hard to buy that argument. No organization can be so naive to ink a deal that does not leave a way out for them. The fact is that Fiat was not gutsy enough!!! They didn't have the guts to push Tata to open dedicated service centers with well trained service staff, they were not gutsy enough to push Tata separate their retail infrastructure. They were not gutsy enough to demand a strict evaluation of and vigilance on dealerships. They were not gutsy enough to reach out to the audience, own up their mistakes and communicate in clear and certain terms of what measures are being adopted to correct those and what road map they have for the country. Mr Rajeev Kapoor, in more known for what he didn't make a comment on rather than on what he did as a mark of reassurance to Indian consumers. The bottom line is Fiat hasn't shown guts to move beyond being a fringe player despite they having capability to bring out products that can set industry benchmarks. I can only think of Fiat being an emotional fool if they donated their technology and kept no differentiating aspect for themselves. Doesn't matter even if it were Suzuki. A competitor is a rival. Some may be a lesser than others. You can only strengthen your lesser rival to fight a larger common rival, not so much so that they start threatening your ownself. First and foremost Fiat needs to aim at building trust, communication and differentiation in that order. Forget 10000 cars, even if they sell only a 100, they need each of those 100 customers to be envied upon by the rest of the market for the superiority of the product they own, the re-assuring service they get and the trouble free ownership experience they have. Speaking from my personal experience, in the 2 months that I have had owned a Fiat, I can guarantee that if it were not for that genius of a guy I take my car to for managing trouble, I would have sold off my T-Jet. My colleague, who had picked up a Linea MJD roughly at the same time, had an equally unfavourable experience. In short Fiat has to focus on delivering customer delight at any cost, without excuses. If they falter this time round, the Indian market would strike them down with a blow that they cannot recover from.