Fiat India separates from Tata Motors, says its ready to ‘make a move’

Posted on: Apr 10, 2013 - 11:27pm IST

IndianAutosBlog.com attended Fiat India’s ‘The Move’ press conference this morning in Mumbai. This press conference was carefully crafted to communicate three strong messages –

Fiat LineaNagesh Basavanhalli President and MD of Fiat-Chrysler India

  • Fiat India is now separated from Tata Motors
  • The Italian automaker has made certain ‘moves’ to reiterate its commitment towards India
  • Fiat is ready to deliver what India deserves

Here are the steps taken to achieve these three objectives –

Fiat India is now separated from Tata Motors

  • Although the announcement of Fiat India separating from Tata Motors was communicated approximately a year back, April 1, 2013 marks the official date of the divorce with Tata Motors.
  • The Italian automaker has established an exclusive network of 51 dealers till date. Fiat plans to double this number by the end of the fiscal year.
  • Work on 16 more dealership is already underway and they should be open shortly.
  • Fiat has established its own 24X7 call center and a 60,000 sq.ft. warehouse to store spare parts.
  • All the existing Fiat owners who purchased their cars from Tata-Fiat dealerships will be contacted via SMS and email on the new dealerships and service centers. There will also be some special service camps for these customers in the coming weeks.

The Italian automaker has made certain ‘Moves’ to reiterate its commitment towards India

  • The first move is the appointment of Nagesh Basavanhalli as the new President and MD of Fiat-Chrysler India. Basavanhalli will spearhead Fiat India’s ambitious plan to achieve 5 percent market share by 2016.
  • Fiat India will launch a 360 degree marketing campaign called ‘Make a Move’ to rebuild its brand image. The campaign will cover digital, print, TV and on-the-ground activities over the next six weeks.
  • The automaker has extensively invested in training skilled labor to work at its new dealership network.
  • The company is working on launching new Fiat Cafes to bolster its image in India.
  • The automaker is also working on improving service experience by providing the new service stations with high tech machinery and well trained staff.
  • The company plans to have mobile service cars that will provide car service at customer’s doorstep.

 Fiat is ready to deliver what India deserves

  • Fiat India acknowledged in the press conference that so far the Italian automaker has not delivered to Indian expectations. Fiat assured that in the coming years it will completely change the status quo.
  • The automaker has readied an onslaught of products from Fiat, Chrysler and Abarth stables for the Indian market, which it wasn’t willing to dwell on in today’s meeting.
  • For here on, Fiat India will focus on three pillars – brand building, production and distribution.
  • The company has chalked out a 3 year/100,000 km warranty on its products to assure the customer a complete peace of mind. The warranty can be extended 150,000/5 years at a nominal cost.

We can sense that you have a suggestion or two for Nagesh and Fiat India. Consider leaving them in the comments box below.

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12 thoughts on “Fiat India separates from Tata Motors, says its ready to ‘make a move’

  1. Mohammed says:

    Fiat being intense about India is definitely great news for the industry. They do have a terrific line up in their portfolio, they just need to learn to crack India.

    Reply
  2. Harshavarthan says:

    Firstly, divorce all the ties with TaTa including manufacturing. Set up separate factories. Try to rectify service and spare parts supply and let the news be spread by customers and you will automatically have more than 5% customer base.

    I was once a Fiat fan and was one of the first few to buy a Linea. Trouble started from the day of delivery (Tata Dealership) and had to sell the car because of lack of spare part supply. Though Linea was a wonderful product, I have now decided to stay away from Fiat and I also advise all my friends not to buy one. I can’t be blamed for this.

    Reply
    1. Barney says:

      Please, if you had a one off incident, don’t rabble rouse for the entirety of Fiat. I own a Punto now nearly for 2 years and can vouch that not once had I had any problem with TASS or the like. In fact even the Fiat Roadside Assistance is wonderful and helped me out of a tricky situation that I was in on a deserted highway hundreds of kms from any city – and all this over phone itself! Fiat rocks, and its not made for noobs who are Maruti worshippers, and this is a fact all over the world….

      Reply
  3. Varun says:

    The number of times FIAT has reiterated it’s commitment to India would be more than the cars they sell every year. It’s high time they start showing this commitment. Looking at the skinny portfolio they have built up in the time they have spent in India, they might as well pack up and leave. Hard to believe CEO sergio can’t wrap his around this situation.

    Reply
  4. sandy says:

    They have made list of works to be carried out; yet I want to add some more. Improve built quality with good quality plastic, introduce Fiat Panda variants including 4X4, introduce Twin Cylinder MutiAir petrol engine, keep the existing product lineup, think of Bravo sedan.

    Reply
  5. Yaswanth says:

    Firstly, Fiat India should make the existing customer Happy & should not make existing customers regret for purchasing a Fiat.

    Reply
  6. Manish says:

    India is country of villages and towns. 72+% people live in villages and towns. The cost of setting sales and service point in very low. The cost of manpower is very low. Inshort setting up of dealership with low cost and where maximum of loyal customers live and where number of competitors are less and not focused.

    Rather then taking cities–>towns–>villages, why can’t Fiat think reverse like villages–>towns—> cities . Every cluster of nearby 30-40 villages have one dealership. Other most important thing is loyalty of customer from rural India to brands is more compared to urban India, when it comes to car buying. So if Fiat builds base in rural India then 72+% customer start developing confidence in Fiat.

    I suggest think different and dynamic, go the road which no other have taken. If you take the route which everybody takes,that lands you in the crowd. Fiat been little late in the scene will like to be different. Hope Nagesh is listening.

    Reply
  7. Tony says:

    Bring in the Fiat Fairmont SUV which is recently launched in Australia at an attractive price equal to 15Lakhs.

    Reply

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Kaustubh
Kaustubh Shinde

They say sooner or later your passion finds you. Sometime in late 2009, I started writing for IAB and ever since then it has been a roller coaster ride for me. An amazing experience that has taught me a lot, taken me to new places, driven some great cars and met some amazing people. When you don't find me on IAB (very rarely), you will find me either at a coffee shop or an eatery or at the nearest gadget store.Hope you enjoy IAB as much as we do!