Is Tata Motors Hesitant To Sell Fiat Products

By By: Vicky.in

Published: Wednesday, July 21, 2010, 17:58 [IST]

Many customers have reported that when they inquire for Fiat vehicles in Tata-Fiat showrooms, they are suggested to buy Tata Products. Why is that so? A micro research reveals a few aspects of the Tata Fiat venture. From sources closer to the industry, the on-ground problems in the JV between Tata and Fiat are wider. Fiat has entrusted Tata Motors to distribute and sell its cars (along with after-sales support) through 175 Tata Motors dealerships across the country. But, looking at the sales of Fiat cars which is just 2500 cars per month, one can easily infer that the sales could have been better managed through proper marketing and distribution.

Compared to the huge market size of Indian automobile industry, Fiat is able to sell only 24,806 cars during the 2009-2010 periods. This is a mere 1.6% share, which Fiat could manage in spite of its distribution tie up with Tata Motors.

Fiat India is taking steps to improve the experience of customers at dealerships to ensure Fiat cars get proper attention. Fiat is strengthening its man power at dealerships and is focusing a lot on training them to convert inquiries into sales. Fiat also has exclusive areas of sales and service that includes dedicated for the brands.

Article Published On: Wednesday, July 21, 2010, 17:43 [IST]

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