Fiat, the Italian automotive giant is mulling over introducing Sports Utility Vehicles in the country in the near future to gain more market share. Head, Commercial Operations, Fiat India, Enrico Atanasio, said, “We plan to unleash some excitement over the next few years by launching different products and brands, especially in the fast-growing SUV segment, to achieve 4.5% market share in India.”
At present the car maker has a minuscule share of less than 0.5 per cent in the auto market of India. According to an anonymous official, the company is planning to bring 500X and 500L SUVs along with the Qubo Multi Purpose Vehicle (MPV), which is a five seater model. The 5-seater crossover SUV, 500X shares the platform of Grand Punto and will be launched by the year end of 2013. Measuring 4.2 metres in length, the crossover model is a blend of elements from both SUV and hatchback. Fiat will offer the car with both, 4-wheel drive (4WD) and two-wheel drive (2WD). The car is likely to be powered with a Fiat's 0.9 litre two-cylinder turbocharged TwinAir petrol unit, while the diesel variant will sport a 1.3 litre Multijet turbo powertrain. The car is expected to be a high-end product and will compete with Mini Cooper Countryman.
The Italian car maker is also planning to introduce its Jeep brand in India to market a line-up of quality SUVs. The American brand, Chrysler was acquired by the Fiat recently and Jeep was a part of this acquisition. Jeep boasts of products like Jeep Wrangler and Grand Cherokee in its portfolio, which are acclaimed for their brilliant off-roading capability. The car maker could target the fast growing luxury car segment of the Indian automotive market through its Jeep brand SUVs.
Slated to be the next Managing Director (MD) of a new sales company of Fiat India, Atanasio said, “We want to keep Fiat's legacy alive in India. We are one of the oldest companies in motoring history and are committed to the Indian market.” Fiat will be the latest car maker to join the host of companies that launched their SUVs in Asia's second-fastest growing auto market of India. Other SUVs present in the market, which are likely to pose stiff competition to the new car maker, include Renault Duster and yet-to-be launched Ford EcoSport along with Toyota Rush.
Recently, Fiat severed ties with its domestic distribution partner, Tata Motors to go solo. The Turin based car maker has already established its personal sales and marketing firm to generate more market share. During the Q1 of FY 2012-2013, Fiat India witnessed a dip of 51 per cent with sales of 2,819 cars. The company is getting a solid distribution channel in place prior to the launch of its vehicles in the country.
Fiat had allied with the domestic giant for the marketing of its products after it was criticised a lot on grounds of poor services at its dealerships. However, it has once again gone solo and is all prepared to ensure that its new launches are marketed well and provide better after sales experience, which is crucial for the brand to establish itself as a major league player in the market.
