Tata Fiat to Launch Brand Stores, Sans Tata

Fiat is planning out a new strategy to make its future a brighter one, as its partnership with Tata Motors has failed to give expected results. Fiat, the Italian car major, is planning to open exclusive company-owned brand stores in major cities of India. Besides, it is also in mood to hire a consultant to suggest new path.

Fiat’s new brand stores would be an indirect way of beginning its own retail format excluding Tata Motors, though the company has denied all such probabilities. These stores will surely help in making inquiries (and hence sales), with the goal of marketing Fiat cars.

Fiat has been a big leg-down in the Indian car market, even though it had the likes of Punto and Linea in its bag. But, now it has become serious about its name and so is taking steps to promote the brand more aggressively and enthusiastically, “something that will be done through the exclusive brand stores,” said Rajeev Kapoor, MD of Fiat’s India operations.

The company has seen rainy days in the first six months of this fiscal as it lost its sales fall 8 per cent at a time when the overall car market enjoyed boom of 34 per cent. Fiat is planning to open the brand stores or image points in Delhi, Pune, Mumbai, Chennai and Bangalore. It will also show its accessories and merchandise, and will also serve authentic Italian coffee.“These stores will display the real Fiat brand, and would be a place for meetings, a place for small gatherings and events,” added Rajeev Kapoor.

It has hired global consultancy firm Accenture to propose ways to improve its position in India. “It will have a comprehensive look at our retail network in India and point out weaknesses and ways to address them.”

So, now you can savour Italian coffee while you shop for other automobile accessories.