Fiat India Says “Hello Life!”. Unveils Optimistic Growth Plans.


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350Z

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Fiat India has introduced an all-new campaign called “Hello Life” and at the same time, unveiled its optimistic growth plans for Indian market. The basic idea behind this campaign is to convey feeling of happiness and positivity around the Fiat brand. “Hello Life” is inspired by the Italian way of life. In Fiat’s words, “They are people who live life intensively, passionately and without reservation. At work or at play, they extract everything, from every moment, which is their genius. They never compromise with life, which is theirs to live fully, without restraint, and without regrets”. Pharrel William’s “Happy” serves as the most appropriate composition that depicts the mood of the campaign and is used as the background score for the television commercial. The campaign also comprises of advertisements in print, online as well as below the line activities.

Points from Press Release:

> Fiat has four major launches in 2014: Linea (already launched), Avventura, Abarth Brand, New Punto (Coming very soon).

> From Q2 2013 to end of the year, Fiat achieved 41% sales growth making it the fastest growing brand in India despite an overall declining market.

> Fiat will promote talent in fashion, music and art. These youngsters will showcase their talent at FIAT Caffe lounge in Bengaluru, Pune and Delhi.

> Alisha D’lima, was first among the talented “Hello Life” ambassadors, who showcased her designer line aliishadliima at the launch of the “Hello Life” campaign.

> Fiat has made remote parts of country accessible to after sales service with a hub and spoke model where a major distributor in key cities supports neighbourhood centers.

> They've travelled on a K2K Passion Tour (Kashmir to Kanyakumari) to promote this initiative. Fiat provides a customer relationship manager to buyers under Amico program.

Mr. Nagesh Basavanhalli, President and Managing Director, FIAT Chrysler India Operations said, “We have imbibed the philosophy of “Hello Life” in India that has catapulted us to success. We are not only committed to bring the best technology in automobile industry to India but also the best-in-class sales and service. Indian automobile market is one of the fastest growing in the world and this provides us with a lot of opportunities for growth. We are also committed to bring two new brands and twelve major product launches in the next five years. We have ramped up our dealer network and will focus on increasing it to 150 by end of 2014.”
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Sharing news about another campaign here since it’s not relevant to create a new thread on this topic: Fiat India Offers Free PUC Checkup on World Environment Day.
FIAT Group Automobiles India Pvt. Ltd (FGAIPL) has undertaken a massive after sales initiative across India. FGAIPL will set up free PUC check up camps at its exclusive dealerships across India on “World Environment Day” – 5th June, covering all the states. This move is in continuation with FIAT’s strategy to reach out to a wide base of FIAT customers located across India and reiterate its commitment to the Indian market.

Speaking about the initiative, Mr. Nagesh Basavanhalli, President and Managing Director, FIAT Chrysler India Operations said, “At FIAT, we believe in maintaining the environmental balanaces and want to to make sure that every FIAT vehicle has a sustainable drive. The PUC check up initiative is to ensure that we as a company are doing our bit to maintain our vehicles and follow environmentally sustainable practices. Through the check up camps, we will replicate FIAT’s global standards in after sales service in India. We have seen a very positive response to the check up camps that were conducted in the past and have therefore decided to launch PUC check up camp keeping in mind the environmental sensitivities the world is facing.”

FIAT exclusive dealership executives will contact existing FIAT customers through text messages and e-mails to inform them about the camps. The one day check up camp will be set up at the selected exclusive Fiat Workshops in 64 cities of the country.
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Fiat bets on luxury cars, charts out plans to launch its high-end sports car Maserati in India.

The company's plans are hoping that Maserati's rollout on the Indian roads will also help Fiat consolidate its brand in the country!

If launched, Maserati's flag-ship sedan Quattroporte, Gran Turismo coupe, Ghibli sedan and
GranCabrio convertible will be available in the price band of Rs 1.5-3 crore (ex-showroom, Delhi), In India, Maserati will be competing with luxury brands such as Aston Martin, Lamborghini and Bentley.
Fiat bets on luxury cars, charts out plans to launch its high-end sports car Maserati in India - The Economic Times
 
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In my opinion Fiat is a fiasco in India I don't know about the rest of the world. The only good thing is when other manufacturers use the 1.3 diesel engine and do better with it than Fiat itself e.g ertiga vs linea. I made the mistake of buying a new uno which gave serious brake trouble in a few days. The people who bought the Fiat 500 get stuck for parts and have to wait for weeks. Shameful.
 
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Ok, so first off about Fiat products- my Linea TJet has given me 22000km + of fantastic service without any major issues whatsoever. I have taken it on the Expressway, state highway, moon, mars, whatever you name it..It has been rock solid with no rattles and mechanical breakdowns.
Even their aftersales has a somewhat undeserving ill-reputation, especially after they branched off from Tata (thats true atleast in Pune I feel). They have been the most prompt and cost conscious amongst all my other car brands.


So I can vouch for their individual products. As regards brand equity, its a whole different question altogether because Fiat is also responsible for causing itself harm, especially pre-2009.
The buyer confidence in a Fiat product is low for 1 main reason
- The average (mileage oriented, image-fanatic ) buyer is simply NOT aware of all the good things Fiat cars have. Fiat has done almost nothing to dissociate the buyer from its past indiscretions. Even now, with 2 very good looking and performing models, Fiat hardly even advertises their virtues. The only thing they do advertise, in small 3inx3in adspace in the newspapers are the discounts..
And when they DO advertise on electronic media, it is an idiotic "Happy" song OR a sort of put-offish attitude "If you are still interested in driving, we are still there" .- Sounding some some age old neighbourhood sweets shop which makes excellent products but has been overshadowed by the nearby mall.
Even if there was an intention of subtlety in this campaign, it is all lost on the average " kitna-deti-hai" buyer.
 
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Fiat plans to manufacturer luxury SUVs in the India & export it to UK, Australia.
The project codenamed M6 or 556 and production of the C-segment vehicle will begin by the end of 2016.
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Fiat Chrysler Automobiles has put in motion plans to manufacture a premium sports utility vehicle under the Jeep brand as part of a Rs 1,500-2,500 crore investment in the country and export it to key markets
The C-segment Jeep SUV is expected to be priced at Rs 20-25 lakh in the domestic market and will be produced in "tens of thousands
For India ,apart from the completely localised C-segment Jeep, Fiat Chrysler is also said to be working on a modular platform 326, which will churn out replacements for Punto and Linea cars in the next two to three years under the Fiat brand.

Make in India: Fiat plans to manufacturer luxury SUVs in the country & export it to UK, Australia - The Economic Times
 
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Motor Beam said:
Fiat Car Sales Dwindle After Split With Tata Motors

While Fiat India generated good sales under its JV with Tata Motors, the company witnessed a slowdown after splitting up with its former partner.

Fiat and Tata Motors had a JV in regards to marketing and sales. Vehicles from both the manufacturers’ stables would be displayed and sold alongside each other while the marketing joint venture made sure that Fiat vehicles too got a satisfactory amount of sales each year. After splitting up with Tata Motors, Fiat has been operating completely on its own with regards to sales, service and marketing. The Italian automaker has been facing a really tough time in generating a good number of car sales in India despite their vehicles being very good.
Fiat launched three vehicles in India in 2014. The Linea got a massive update in terms of both exteriors and interiors while the Punto Evo too saw some extensive changes. The Punto Evo then spawned a crossover called Avventura which too turned out to be a very capable vehicle. Why then do Fiat cars don’t sell? First of all, the sales and service network isn’t as large as rivals but the company is slowly working up its way there. There have also been various reports on the web stating that Fiat cars have quality as well as some reliability issues in the long term.
The 1.3-litre Multijet engine that Fiat produces is the national engine of India. The same powerplant is being used on multiple vehicles from Maruti Suzuki, Tata Motors and Fiat obviously. It won’t be hard to deny that the automaker survives solely on engine sales rather than proper car sales. Launch of the Jeep and Abarth brands has been getting delayed since a long time now but we can finally expect these vehicles to hit our market in 2015.

Motorbeam says that the Fiat sales have fallen much more after split with TATA Motors. Does this mean that Fiat have screwed themselves more? Have they worsened themselves in the sales and service front?

Motor Beam said:
Fiat India Car Sales (with Tata Motors JV) -
FY10 – 24,800 units
FY11 – 21,112 units
FY12 – 16,073 units
Fiat India Car Sales (without Tata Motors JV) -
FY13 – 6413 units
FY14 – 11,980 units
FY15 – 6700 units (till November)
Source: www.motorbeam.com
 
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Fiat got the amt transmission under its arm and doesn't plonk it into the failing sales numbers of punto. I don't know what the people in top of fiat are doing. Bring amt in punto evo and see the difference in sales. Something is better than nothing and mm is making amt naa, so why bother. As a fan boy, bring it on fiat.
 

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