Fiat-Chrysler unveils brave new India roadmap
By Ammar Alvi | Published: 23rd December 2012 12:00 AM |
Chrysler part of Italian auto giant Fiat recently announced its plans to enter India in 2013 with its popular Jeep products. Ammar Alvi has more.
Fiat Group Automobiles India Pvt Ltd recently announced a series of initiatives aimed at strengthening its position in the Indian market. These initiatives include the official launch of the Jeep brand in India, including nine new or significantly refreshed models by Fiat and Jeep brand in the next few years. This will see the introduction of the Jeep Wrangler and Jeep Grand Cherokee which will be imported towards the end of 2013. Jeep vehicles will be sold via a Jeep dealer network that will leverage the service and parts support offered by an expanding Fiat dealer network.
The company will also expand its domestic production to include the new Fiat Linea classic edition and the new Fiat Punto edition. According to Mike Manley, COO for Asia and President and CEO, Jeep Brand, “Our vision for India will revolve around a three-pronged strategy. First, introduction of new vehicles that will soon include the legendary Jeep brand. Second, the expansion of our independent dealer network and, finally, strong marketing initiatives that will continue to improve our awareness and brand perception in the market.”
Manley visited Mumbai to meet with dealers and announce details of the new product and production plans for the market, which includes the expansion of the dealer network from the current shared Tata Fiat dealers to approximately 120 independent dealers by 2013.
Part of the dealer experience will include Fiat Caffe, which will offer customers the opportunity to learn about Fiat’s heritage and also showcase technological innovations from the Fiat Group portfolio across the world. The service centres within these dealerships will be another important touch point for consumers, since the goal is to replicate global service standards in India.
Jeep vehicles will be distributed in metropolitan cities through exclusive outlets utilising the infrastructure created by the FIAT dealers.