We reported in detail when Fiat recently parted ways with Tata at the sales and dealership front. As we reported, the management control of Fiat’s commercial and distribution activities will be handed over to a separate Fiat Group owned company. Currently Tata Motors has been managing the distribution responsibility of the Fiat branded products in India through joint Tata-Fiat dealerships. The decision was apparently been taken by the Tata Fiat JV to further develop the Fiat brand in India. Now, in a recent development, FIAT India automobiles today inaugurated its first independent world class dealership in Hyderabad, Tejaswi Motors, at Punnaiah Plaza; this will be FIAT’s first outlet in India. The 5,400 sq ft showroom with a frontage of 80 feet is specially designed to give the real FIAT experience to its customers, another move by the company in strengthening its brand presence in India, after having launched its Fiat Caffe a few months ago. The showroom which was opened by an existing Tata Fiat dealer will provide an enhanced FIAT buying experience.
The dealership was inaugurated by Mr. Enrico Atanasio, Head- Commercial, Fiat India and Mr. A K Sinha- Country Head -Fiat Product Group, Tata Motors.
Commenting on this association, Mr. Enrico Atanasio, Head- Commercial, said: “FIAT group views India as a very strategic market and will be opening a new company to leverage this potential. Following our announcement, the fact that an existing TATA FIAT dealer, M/s Tejaswi Motors has taken the initiative in opening up an exclusive showroom for FIAT and providing the FIAT brand experience reconfirms the strong relationship and overall strategic approach we share with TATA. We are confident that this partnership with Tejaswi Motors will play a crucial role in intensifying customer base and enhancing customer experience in the city of pearls”
Mr. B S Neelkanta, Managing Director, Tejaswi Motors said, “We are extremely proud to be associated with FIAT India and are committed to provide our customers in Hyderabad a premium buying experience. FIAT diesel engines are very popular in the country and with Hyderabad being a strong diesel market historically; we have invested in opening this showroom at a very prominent location to offer excellent brand experience to both existing and potential customers.”
The dealership exclusively caters to FIAT India and will retail its two existent models: Linea and Punto. The launch of this dealership is the latest episode in FIAT India’s commitment to expanding its network in the country.
Gradual progression in the development of the new Fiat dealer network for India will be soon seen and the 178 existing Fiat-franchised Tata dealers in 129 cities will be encouraged to form the foundation of the future network.
Thank god for Fiat India having woken up to the requirement of a separate dealer and service network. We just hope that they carry out the process professionally enough to uplift the experience of their customers.