The Italian auto marque, Fiat has been working on dealership expansion and brand strengthening through TV commercials in the past few months. The company is targeting at partnering with 125 dealers and having about 100 active dealership outlets in India by the end of this year. Through these plans, Fiat has a goal of capturing 5 percent market share in the country’s auto market by 2016. Fiat will also be introducing new models and the iconic Jeep brand in the country in the months to come.
Fiat currently has 54 dealership outlets in India and the new expansion strategy will increase its presence in the country by reaching out at 70 percent of the market. This will help the brand in increasing its market share to 5 percent. With two models in its portfolio, namely Punto hatchback and Linea sedan, Fiat currently has 1 percent share in Indian auto space.
The iconic Jeep brand, which is owned by Fiat, may come out to India by the end of 2013 with the launch of flagship model, Grand Cherokee and the sturdy off-roader, Wrangler. With Volkswagen’s rolling out its Polo hot hatch, the performance brand from Fiat, the Abarth, may hit the nation’s shores this year. Punto Abarth - the hot hatch product, may come equipped with 1.4L 165 bhp motor and may be priced in the range Rs. 7 lakhs to Rs. 9 lakhs.
Meanwhile, Fiat inaugurated two new outlets in the cities Bengaluru and Chandigarh last week. KHT Fiat in Bengaluru is the third dealership in India to have Fiat Caffe. The outlet spreads across 15,000 sq.ft area and has a service station within the compound.