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Fiat focuses on India through renewed brand strategy; unveils ‘Adventure Sport’

07-June-2005
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Fiat focuses on India through renewed brand strategy; unveils ‘Adventure Sport’

Fiat India is back with a bang. While it has launched ‘Adventure Sport’ priced at Rs 5.58 lakh (ex-showroom Mumbai), it also got its strategy for India in place. Through an agile and efficient structure, Fiat India intends to bring down costs and enhance decision-making process.

Having acknowledged the identification of roadblocks in Indian market, it wants to gain customer confidence and eventually make it the most preferred choice.

Dr. Paolo Castagna, the newly-appointed Managing Director of Fiat India, said, “We need to streamline our operations and target our brand strategy at the premium end, being in sync with changes in the Indian economy where customers have high-purchasing power and aspire to be different.”

Fiat India is confident that improving dealer network and customer service will set things right for the automobile major.

Priced at Rs. 5.58 lakhs, Fiat Adventure Sport 1.6 Petrol is aimed at a new generation of consumers who enthusiastically seek-out the latest trends in style, safety, engine and performance. It has double ski- racks, a bull bar, a pair of ellipsoidal auxiliary lights and much taller, chunky, high-profile tyres.

No brand ambassador has been signed for the product as yet and the print campaigns are expected to commence within 15 days.

According to the company officials, the product has been designed and made based on extensive customer feedback and in-house research. The Adventure Sport will be available at all Fiat dealers across the country.

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