It is quite strange how automobile manufacturers, alongside their production work are looking into other aspects which may make their survival in the very challenging Indian automobile market, easier. One of the best strategies to be followed is Marketing and Fiat has recently gone a leap further after announcing that it would open cafes and lounges in collaboration with Lavazza.
The only prominent reason behind this unconventional strategy is the dropping sales. In the month of July Fiat managed to sell 925 and 175 units of Fiat Grande Punto and Fiat Linea respectively, which is way behind the figures being achieved by Maruti Suzuki, Tata and other leading manufacturers.
To start with the hope of building a new brand the company will open its first chain of cafes in Delhi and Pune. The products from Fiat will be on display along with artworks and a nice Italian cuisine to bring the Italian-ness out through these cafes and lounges. Besides these, movies and theatre will also be a feature of this new chain.
Fiat India vice president, Commercial Vehicles, Ravi Bhatia said, “The idea is to bring out the Italian-ness of Fiat while introducing the style and technology to consumers,”
Mercedes-Benz is also going over a similar sort of strategy and is expected to come up with a chain of lounges across the country soon. Ford has succeeded in such a strategy before, when in launched the 2011 Ford Fiesta. Lounges named after Fiesta as Fiesta Cafe were set up across the country at various locations to give an experience of the Fiesta to customers and visitors before they head out to actually buy one.
We do wish for the brand to pick up the lagging sales and also see a profitable future.
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