Fiat India is aggressively marketing its products in the country, with frequent television commercials across all prime time shows. It seems to have borne the fruit, as the company's Facebook fan page has now crossed the 2 lakh mark in a month. A range of innovative marketing strategies have been launched via the web, in order to connect better with fans and potential customers.
Through the Facebook page, Fiat owners have an opportunity to schedule car servicing appointments, by making use of the Service Tab. Buyers who are interested to purchase the new Linea and Punto can ask for the same at any of the company's dealerships. Apart from the above,the Facebook page invites users to ‘Make the Move’, by participating in an online contest. Users need to visit the Fiat India website, tell the Italian company about 3 things they wish to do, get friends to vote for them and then test drive the Fiat Punto. Individuals who gather the maximum number of votes will get to win a Fiat Punto, while several others exciting Fiat memorabilia are also to be won every week.
It is important that along with the promotion activities, the number of showrooms and service outlets for Fiat are also being set up across the country. With the same idea in mind, the company would be inaugurating a new exclusive dealership in New Delhi this week, called Kashyap Fiat. President and Managing Director (MD) of Fiat Chrysler Operations India, Nagesh Basavanahalli, will be present to inaugurate the showroom.
Speaking on the company's current and future expansion strategies, Nagesh Basavanahalli said, “FIAT India is rapidly taking strides to reach out to incumbent and prospective customers and reaching the two lakh member mark on Facebook within a month of its development is testimony to the fact that these initiatives have been accepted positively. The digital medium enables us to engage with our customers easily and gives us an insight into their perception of FIAT and our products.”
In 2013, Fiat will also be looking at bringing the international brand Jeep to India, by tying up with Chrysler Corporation. At present, Fiat engines such as the 1.3 litre Multijet diesel is fitted in a number of vehicles, such as the Tata Indigo Manza, Maruti Swift, Maruti Swift DZire and the Chevrolet Enjoy. Instead of focusing on selling engines only, the company is looking to make its presence felt in the booming Indian automotive market.