The Indian unit of Italian car maker Fiat, which sells its cars in the country in partnership with Tata Motors, is now all set to work upon a new retail strategy for the Indian market. The new retail strategy has been worked upon in the view of moderate sales figures of its cars in India. The new strategy is likely to include fresh marketing and promotion initiatives for strengthening brand image and an enhancement of sales and service network.
Fiat India eyes a 5 percent market share in country by selling as many as 1,30,000 cars per year by 2014. It also plans to launch a new small car in the segment of sub Rs 2 lakh, against the likes of Maruti Alto and Tata Nano.
Despite having two competitive cars – Fiat Grande Punto and Fiat Linea – in its India portfolio, the company hasn’t been able to perform as per the expectations. According to industry experts, the major reason behind Fiat’s moderate performance in the country is its comparatively weak sales and service network. It is to be mentioned here that Fiat uses Tata’s network for selling and providing service to its cars, as a part of these firms' 50:50 joint venture.
The company is significantly short of its previously set sales target of 50,000 units for the current financial year.
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