FIAT’s Success Story in India:Linea,Grand Punto
Failure is always a light to success. For instance FIAT motors in India, they started off in Indian market with their UNO, which failed to strike a chord with the customer. Hence UNO was no big success in India compared to the Brazil where it was big success. The fact is FIAT market study was not proper or they read the Indian customer wrong. They launched in India with the caption “Reliable & Sturdy”, but Indian buyers where looking for something elegant and prestigious. UNO orginally is a power house, a wonderfull engine that delivers high power, but improper advertising and marketing strategy failed it.This story happened 13 years back, in 1997. Fiat had its presence in India even in 50′s but through a company named Premier Automobiles.But they started themselves in 1997 with UNO.But things where not smooth with UNO, they managed to sell just 617 cars that year.But See how things changed in the past few years.FIAT strike back with new models like Palio,Linea,Punto etc which are very common in Indian roads now.They successfully changed the impression of Indian customer.
Now FIAT joined hands with TATA motors for their sales and services benefitting TATA’s wide service outlets and dealership network. This is supposed to reduce the complaints on poor customer service, because its easy to find a TATA dealership anywhere in India,simultaneously exploiting TATA’s name in Indian hearts. Slowly FIAT is grabbing some market share, in its second act it seems the Italian giant had done some serious market study. Once you look at their new models and pricing you will understand the level of effort they have put to grab the Indian customer.The Fiat Linea launched in early 2009 laid a successful milestone in Fiat’s attempt to win Indian hearts.In the past six to seven months, Linea has managed to sell around 6500 plus units despite a weak market, against the expert opinions like an expensive sedan like Linea won’t fit in Indian markets. With the launch of Linea and its success what the company is trying to prove is they are not the same old FIAT, we have changed, look at us we have a premium sedan in our stables, and take a look at our new hatchback “Punto“. Maruti may have 50% market share in India but we are nowhere behind, fight us to maintain the demand.
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