Fiat India is planning to start its new, independent brand stores, without any association with Tata Motors. The company plans to bolster its brand image by doing so, giving its prospective and existing customers the real flavor of Fiat as a brand. Interestingly, we discussed something on the similar lines when we last met the Fiat top management. Our suggestion to them was to focus on the Fiat brand than the individual models, as nobody doubts the cars made by this Italian marquee – it’s only their legacy in the Indian market that deters people from buying their models.
The new Brand stores are a way around Fiat’s obligation of sharing the showroom floor with Tata. Fiat plans to create an identity of its own through these brand stores. These brand stores won’t showcase Fiat cars, or sell them, but will be more of a center to create awareness about the brand, and let people know what a great brand Fiat is globally. These brand stores will also help generate inquiries and sales. Such ‘image points’ will first be opened in Mumbai, Delhi, Bangalore, Pune and Chennai. This will essentially be a place for small gatherings, where Fiat will exhibit its true heritage. Apart from Fiat merchandise that will be on sale at these stores, authentic Italian coffee could also be savored. The company will also showcase its international brands such as Lancia, Alfa Romeo, Maserati (Ferrari?) to let people know what fabulous cars the group makes internationally.
Fiat India has hired Accenture as their consultants to boost their brand image and sales in India. And knowing the current deserving lineup of Fiat cars, we only hope that the ploy pays off for this Italian firm.