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Fiat To Open 100 New Showrooms by End Of 2013
Fiat India opened its first independent showroom recently in Hyderabad. The carmaker is looking at its new showrooms to boost its sagging sales and brand image. In another exercise to improve its image, Fiat has opened a new Fiat Cafe in Pune. The carmaker has already opened its first cafe in Delhi in January.
The Tata Motors Fiat split was an expected event considering the declining sales of Fiat cars in Tata showrooms. Senior members from Fiat's management had hinted about the split many months ago. Fiat India's new showrooms are expected to be styled in the same was as the Fiat Cafes to provide customers a look at Fiat's history and heritage.
But it remains to be seen if these new 100 showrooms will deliver the sales performance for Fiat. Fiat India does not have much to show in its product line-up apart from the Punto and the Linea. The carmaker has no plans to launch any new models in the next two years and this is reason enough to believe Fiat India will have some more tough days.
Fiat India is also planning to launch Chrysler's Jeep brand in India. The Jeep is an iconic American brand that has made a mark on Indian soil too. Jeeps were initially built by Mahindra and Mahindra under license. Jeep will be a premium SUV brand with models priced well above the Rs.20 lakhs mark.
Fiat is also planning to double its market share in India. The Italian carmaker is expected to increase its marketing and promotional activities. Fiat India has set itself a deadline of three years to achieve its target. It has definitely set itself a tough target considering it has only two products to sell. We believe Fiat India is hoping the 100 new showrooms will bring in the sales.
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