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What FIAT needs to do to sell more

Discussion in 'Fiat India News' started by Sumit, Jul 30, 2010.

  1. Sumit

    Sumit Superiore

    Messages:
    607
    Munger
    one important thing with Fiat is that it constantly keeps phasing out its models in 2-3 yrs time. look what they have done to Palio. Palio was one the best looking cars. but the perception was that it is fuel guzzler. when it got a good engine , 1.3 MJD it got a good response. just when it was getting accepted by people they chose to phase it out.

    the older Palio with 1.2, 1.3 & 1.4 litre engines from the current range cud have done wonders for Fiat and restore the confidence back on Fiat. it cud have so well fit into the 3-5 lakhs category and the Novo Uno cud have co-existed together.

    guyz who have bought Palio Stile & Stile MJD will again cry foul of Fiat A** after few years.
  2. amit

    amit Superiore

    Messages:
    767
    Navi Mumbai
    The BIGGEST hinderance to Fiat sales is the absence of Fiat only sales & service network. Call it psychology or whatever you want, people are not comfortable with the idea of taking a car of x brand to a y dealership for service or repairs. There is an element of safety that one feels in driving one's x brand car into a x brand dealership.

    To counter this, Fiat has to ensure absolutely flawless and excellent service. They have to bend over backwards if need be to give 5 star levels of service. There is no other way out of this. Everyone agrees a Fiat car is better built , drives better, has more features then competing cars in the segment. It's only the un-certainity surrounding Fiat's seriousness about India and service that is the deal breaker for most people.
  3. Tony

    Tony Esperto

    Messages:
    2,048
    Kalamboli, Navi Mumbai
    Kuwait
    Grande Punto 1.2
    Think why not FIAt have a saperate Reception and a Saperate Service bay in the same workshop along with the TATA, Like Two sister companies under one roof.
    When i was there in Fortune, the treatement was good by the service centre,they offered tea, and also asked to have a seat, and frequently asking about need anything else. But was quite embarrased as there were Sumo and indica Drivers sitting in the same longue have rubbish talks and sitting in a undesciplineed manners.
  4. VahanPujari

    VahanPujari Staff Member Janitor

    Messages:
    2,303
    Mumbai
    Silent Fiat guys. Really Super Silent, ignoring the effective marketing campaigns . Example(s) ?

    ecoDrive. Somehow they've a knack of "silently" launching such new innovative features that it has become a regularity. What to say to these guys. Nobody knew when ecoDrive was updated to work for Petrol Linea's. I've a feeling that even Fiat officials didn't know it. I'm sure Dealers, sales guys do not know it. Had it been VW or Toyota, they would have run a BIG campaign as if there is no life without ecoDrive ! Remember, innovationforyou.com or something like that ??

    Marketing is all about making USP out of a small thing. Here, Fiat guys are turning a big USP into nothing. They did it with Blue & Me. They are doing it again & again, latest being ecoDrive.

    Few more are...
    • Every customer visiting TASC must come out exceedingly happy. Why can't this be done? there is no alternative of this.[/*:m:26c9525x]
    • Spares should be readily available off-the-shelf. Other bigger / costlier/ infrequent spares must be made available in 2 days flat. No more time. Why is this not being done?[/*:m:26c9525x]
    • Sales process - why TD requests are not followed up for many days? Can Fiat afford to even lose a single sale? I don;t know if its possible or not - to set targets for TATA to sell Fiat cars & the MJD/ FIRE engines are available only in proportion of Fiat cars sold. e.g. if Tata sells only 2000 Fiat cars, only 2000 engines are given. Its late for such kind of arrangement at this stage in JV but if something similar can be worked out.[/*:m:26c9525x]
  5. Heard today that FIAT is coming up with exclusive Service centres in the metros, Bangalore and Hyderabad by end of this year.
    There will be only one such centres in 6 cities (4 metros, Bangy & Hyd).

    This is in addition to the FIAT exclusive showrooms which are planned sometime back and reported in newspapers.
  6. sharma_sanjeevin

    sharma_sanjeevin Regolare

    Messages:
    279
    Mumbai
    FIAT India Planning to Re-Launch the Palio with a New Name..!! :confused

    Source: http://www.dnaindia.com/money/report_fi ... ie_1493355

    Fiat India is planning to launch a new refurbished Palio with a new name in India to gain a better market share.According to sources, Fiat will launch the car just below the Grande Punto hatchback. This new car would be powered by engines from 1.0L petrol to 1.3L multijet diesel.
    Fiat phased out its hatchback Palio from the Indian market to make room for its new small car Grande Punto. The company currently sells Palio only in Euro III markets in India which it manufactures at the Ranjangaon plant. However, Fiat has managed to sell only 300-400 units in the nine months of this fiscal.

    When asked about Fiat’s plans to relaunch Palio, Ravi Bhatia, vice-president - commercial, Fiat India, said, “There are lot of speculations in the market as people are excited about our brand. We are currently at the stage of evaluation.” The sub-Rs400,000 category of small cars is one of the fastest moving segments in India.

    Major players in this segment include Chevrolet Spark/Beat, Hyundai Santro Xing, Tata Indica and Ford Figo. Bhatia said there is a good opportunity in this segment especially in a market like India. “But right now we are concentrating more on winning customers’ confidence back,” he said.

    Fiat India Automobile Ltd is a 50:50 joint venture between Italian automaker Fiat SpA and Tata Motors. Both companies entered into the joint venture in December 2007. With this, Tata Motors gained access to Fiat’s diesel engine technology. Fiat and Tata Motors invested `4,000 crore in the Ranjangaon plant to make Fiat and Tata cars and engines.

    Fiat India is eyeing 5% market share in the country by selling as many as 130,000 cars per year by 2014. The company currently offers two competitively priced vehicles —Fiat Grande Punto and Fiat Linea.

    The declining sales of Fiat products are a major cause of concern for Fiat and Tata Motors. Fiat managed to sell only 15,184 cars during the nine months of this fiscal. It sold 25,920 vehicles in 2009-10. In December it sold 271 cars.

    Tata Motors ramped up its sales and service network when it decided to retail Linea and Grande Punto jointly with Fiat. “Initially when we started working under the tie-up, we had only 100 dealers within the network. But now we have 170 plus dealers at 130 plus locations,” said Bhatia.

    According to Mahantesh Sabarad, senior vice-president - equity research, Fortune Securities, “Companies like Hyundai and Maruti Suzuki have failed previously when they relaunched Getz and Versa, respectively. Fiat’s reach is limited. The company needs to bring in better upgraded models if they want to have a good replacement market in the metros.”
  7. Sumit

    Sumit Superiore

    Messages:
    607
    Munger
    if its true . then its a very good move. Palio is the trump card for india if comes with refurbished exteriors & interiors. if one analyses carefully Fiat was getting good numbers earlier becoz Palio was selling well. even with Punto sales were fine for sometime before figo and polo hit it hard. so if Palio manages to fight back there is no doubt that Fiat sales chart will be back on track.
  8. Cubbie

    Cubbie Superiore

    Messages:
    579
    Bangalore
    Fiat Should advertise in premier games, specially cricket(T-20) and The Cricket World Cup... Remember Cricket is viewed by majority of the Indians.. so a big chance to showcase the Hidden Jewels.

    Road Shows in Major City Junctions (Not with Tata, Individually)

    Goodies for participants and On The Spot Finance and Car Exchangehe facility... not to miss out of the admiration of a customer and capture it permanently... This would Increase the conversion rate (avoid's Sales Followups)

    Twice a year Car Mela and Exchange Facility, let them get Tata and Like Minded Car Manufactures and give a Test Drive and Showcase the Best in Class Features like Blue n Me etc etc..
    to encourage participation,
    Existing Owners : Arrange Competation like Well Maintained Vehicles to get Free Pertol Coupns or Free Services or Oil Change etc
    New Buyers - Pizza Coupns, Movie Tickets, Free pickup and drop facility from Door Step to the Car Mela

    Further to instill 100% confidence for prospective buyer, 3 days of Manned Car Services, where Fiat would arrange a car to a prospective buyer with an option to either pick up and or drop from Office with a chauffer and give them option to drive the vehicle...

    Corporates Deals : Lease Hire Facility, exchange the car after 4 years and option to own the car by the Owner... (This would keep the cars under rotation and a future option for Fiat to get into used car market or tie up with Mahindra 1st Choice etc)
    Also, Setup a mechanism with Government to take care of Road Tax Transfers for Corporates so that Intra Site / Company Transfers can take place without hazzels....

    So... if Fiat is listening, then contact me... i have more inputs and its free ::T
  9. redbull

    redbull

    Messages:
    292
    Bangalore
    ^ Boss everything can be done if there is money. If FIAT India had this kind of money they would not have to setup a compromise with TATA. The things is whatever they do, they should do right. The once in a while advertisements are absolutely dumbass material. At least, wherever they are spending, they should do that right.
  10. They are anyways spending money on boring, dull advertisements. Look at the add of Nano!!! I was surprised to me if Tata can do such eye catching and emotional advertisements go get the prospect buyers Fiat can focus on the practical and enthusiastic buyers by advertising Diesel and T-Jet respectively. I am surprised to see the same add for T-Jet for last 3 months!!! What a waste!!! Would you not like to see Michael S driving T-Jet!!!

    I suggest that they hire good brand ambassador and agency first.

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