I am seriously hoping that Fiat will soon launch Punto Evo in India. It will give Fiat India will get an opportunity to resurrect themselves and undo the past mistake made during launch of Punto.
Fiat should also portray Punto Evo as all new car to loose some baggage of present Punto : specially issues of poor interior plastic quality. Also it should be backed by a media campaign that highlights USP of Punto. Fiat should understand that in a utterly FE & cost conscious market like India, Punto will never be a mass market product. It is a premium product and should be portrayed like one. Rather than aiming for Maruti/Hyundai success story, Fiat should aim at VW Polo. Punto's USP such as beautiful exterior & interior, powerful engine along with its features and dynamics should be amply highlighted in the campaign.
I feel initial marketing promotion of Punto was very confusing and without any clear cut strategy to highlight its USP. In the initial slow moving ad featuring Yuvraj Singh, Punto was never made the star it could have been.
Now with Punto going steady at around 1000 mark, Fiat could borrow a trick from Maruti Suzuki's strategy with WagonR. When WagonR was struggling during 2004-05, MSIL started a new ad campaign for WagonR. They highlighted that WagonR is a kind of niche product and used by special people with special taste. (remember the ad: "He argues sharply at courtroom, plays Jazz and drives WagonR).
Fiat too can portray that Punto Evo is not a run of the mill product and meant for special people with special preference. People who are
2.Possess out of the box thinking,
3.Drives car for pleasure and
4.Prefers heart over head.
And why he should drive Fiat Punto Evo: because it is:
1. Very very beautiful
2. Modern with state of art interior.
3. Possesses most powerful diesel engine & very powerful petrol engine in the segment.
4. Best ride & handling.
5. Smart choice as it offers best service interval with extended warranty backed by roadside support. IMO
only the powerful engines of Punto (90 HP MJD & FIRE) should be highlighted to project Punto Evo as a high end product. Present 1.2 Fire engine has portrayed Punto as a sluggish car and nobody seemed interested in capable 1.4 FIRE engine. (As per ACI data, in gear acceleration of 1.4 engine is pretty good and at par with competition such as Polo & Swift.) It is easier to go down the scale rather than going up. People smitten by Punto Evo's charm may opt for 1.2 but those annoyed with sluggishness of Punto 1.2 may not even give 1.4 a second thought.