Certain strategies seem attractive for the general populace, buyers and enthusiasts. One such is the Fiat Chrysler Automobiles’s strategy to showcase and sell cars through multi-brand dealerships in India. The concept has been quite a success in the international markets.
The first such showroom will be opened at Mumbai this festive season. Through these showrooms, all Fiat, Abarth and the upcoming Jeep cars will be displayed and sold. With sales dwindling to only 560 cars in July 2016, Fiat also wants to enable its dealers to sell more number of cars and hence the decision to sell all Fiat brands through multi-brand dealerships.
Fiat has also revised the incentives to dealers, while also planning to convert 80 per cent of Fiat showrooms into multi-brand dealerships. So, in most of the Fiat dealerships, all three brands, Fiat, Abarth and Jeep will be sold.
The cause of the dwindling sales have been mostly attributed to poor after sales service, high maintenance costs and tainted brand image due to wrong partnerships in the past. Despite their two-decade long presence in India, FCA India Automobiles have not been able to make a significant presence with their brand performance almost dismal. Now, Fiat expects to build its brand image through the multi-brand dealership strategy. It also hopes that it will achieve considerable volume sales, through the new FCA dealerships.
The Fiat currently has the Punto, Linea and Abarth models up for sale, while the Jeep has also announced its Indian launch on August 31, 2016.
Source: Vicky.in
