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Tata-Fiat Joint Venture Revised;More Focus On Fiat
Fiat cars are currently being built in Tata plants as well as sold through Tata dealerships across the country. And in return, Tata has been given access to Fiat's diesel engine technology which is being used in the Tata Indica series of cars.
To reach out to the masses, Fiat had also opened the Fiat Caffé and the carmaker is reportedly planning to open up 20 more Caffés to boost the fading brand image of the company. Fiat will also change the structure of marketing and sales which is being carried out now.
The revisions include a new distribution network for Fiat, discontinuing supply to forty joint dealerships in twenty cities, encouraging existing dealers to open more Fiat Caffé and bumping up dealer margins to 8.5% from 5%. By these measures, Fiat expects to improve its sales and recapture the declining market share in the country.
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