Fiat India introduces 5×5 offer in a bid to boost sales
Fiat India is trying hard to regain its lost glory. Since the time the partnership between Fiat India and Tata Motors went bust, the Italian carmaker has been struggling to find a foothold in the Indian market. From the time Fiat India went solo in establishing its dealership network and presence in the country things have started looking positive for the company. Last year alone the company launched two new products in the market (Punto Evo and the Avventura) to boost its market share.
We all know that Fiat cars are known for their tank like build quality and surreal driving experience. So what makes Fiat cars not so appealing to the Indian buyers? The Indian Junta first and foremost looks for mileage in a car, service network and after sales reputation of a brand. The Italian brand has not been able to make a dent in any of these three areas due to which its sales have been on the decline.
In a bid to turn around its fortunes the car maker has introduced a new 5×5 offer for customers. The 5×5 offer provides a warranty for 5 years, five free services, five years of roadside assistance, a low interest rate of 5.5% on loans and five lucky couples also get the opportunity to go on an international road trip to Italy ( sounds exciting, isn’t it). The five year warranty is inclusive of the extended warranty and is available on all Fiat models, but the 5.5% interest rate on loans is only applicable for the Linea.
This is a clever marketing strategy by Fiat India to increase the footfalls at the brand`s showrooms. The 5×5 offers looks good on paper, but we`re not sure whether this will convince the buyer to buy a Fiat product. Loyal Fiat customers might find this offer attractive to upgrade to newer models, but Fiat will have make some very clever moves to make its products appeal to the mass market buyer. Though the Turin based automaker is one of the top car makers in the world in terms of market share, the Indian market is one of the toughest auto markets to crack in the world. All said and done, let`s hope Fiat`s survival techniques help it stay afloat in India.