You're right. Marketing & Brand Building is the key. And ironically Fiat lacks in both. It should have come back strongly in atleast Marketing in this innings when Brand Building is a challenge considering the past. But sadly marketing was not given any attention. Nor the brand building improved at all. For that to happen, the must thing is to consistently give customer a delightful ownership & service experience. Sadly, Fiat could not do this either with typical small niggles, frequent visit to TASC for the customer & more often than not coming across TASC not quite proficient in handling Fiat cars ruining it further with scratches, parts delays etc instead of solving the issues. Why is Fiat not able to give parts within 2 days of ordering? What is such a rocket science needed to prevent all comedy errors like shipping Active variant part instead of Emotion Pack variant?