Fiat to start brand stores, without Tata Motors

Fiat to start brand stores, without Tata Motors

Fiat Cars is working out a brand new strategy which aims at making better fortunes because the company's s partnership with the auto major Tata Motors could not work out in the desired manner and failed to provide the expected results. Fiat, the Italian automobile company now intends to start some unique brand stores in major cities of the country. These stores will completely be owned by Fiat. The company will also be hiring a consultant who would be able to advise a reforming and refreshing path for the company. The new brand stores of Fiat will help it to begin its own retail format in an indirect manner. Tata Motors will not be involved in these stores. These brand stores will also support in generating inquiries and in turn sales. This will also help in the marketing process of Fiat vehicles. Fiat is not doing so well in the Indian auto market even after having some good products like Fiat Linea and Fiat Punto. The company has lagged behind in the booming car market. The company is quite surprised with such results and that is why it now wants to promote the brand in a more strong and aggressive way. Rajeev Kapoor, MD of Fiat India operations, stated that the opening of new brand stores will definitely contribute in this promotional strategy of brand. In the initial six months of the present fiscal, Fiat saw a sales decline of 8%. This was the time when the total car market had seen good percentage of sales. The company will now start its brand stores (the "image points") at Mumbai, Delhi, Pune, Banglore and Chennai. According to Kapoor, these brand stores will show the "real" Fiat brand and the stores will also act as meetings' place and as point for little events and gatherings. These Fiat brand stores will also display the accessories as well as the merchandise of the company. Another interesting point is that these stores will also offer authentic Italian coffee. The company now wants its customers to feel what the Fiat brand actually means! As for now, the company has been concentrating upon the dealerships for selling cars than on the promotion of the brand.

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