Currently Fiat has a market share of about 0.3 percent in India with a total sale of about 203 units. These low figures are not due to the underperformance of the Fiat brand in India, but due to the total negligence in service and marketing efforts from the company. Managing Director for Fiat India, Enrico Atanasio admits the mistake the brand has made, which reflects in the current sale figures.
Although Fiat is doing great by providing engines for about 75 percent of the total cars sold in India, but when it comes to their own passenger vehicles such as Linea and Punto, they are selling much below expected numbers. Other important car manufacturers like Maruti Suzuki, Tata Motors and General Motors are already using Fiat sourced engines on their popular cars such as Swift Dzire, Indigo Manza and Chevrolet sail sedan. On April 1st 2013, Fiat is planning to bring its fully owned dealership number to 57 across the country with an aim to attract more buyers towards the brand.
Company is further looking towards the fastest growing segments like SUVs (Sports Utility Vehicles) along with the sports cars. It has also decided not to expand itself more in the already crowded small car segment. In association with Chrysler, Fiat will be bringing in various Jeep models in the Indian market this year and it may also consider in bringing out small version of Jeep by 2015. It is further trying to target the higher end of the market with vehicles like the sporty variant of Fiat 500 and Abarth. A crossover based on Punto hatchback can also be seen making an entry into the market. In addition to all that it is also expected that company will be revealing facelift versions of Punto and Linea on 3rd of April. Managing Director of the leading automotive consulting firm IHS Automotive, Mr. Deepesh Rathore said that Fiat is now focusing on bringing in new products in the market to define its new niche. It will be difficult to tell customers that Fiat is quite different from the image they have in their mind.
Well the road ahead is quite difficult, but looking at the figures that the Indian automotive market may grow from 2.6 million vehicles annually to 6.9 million vehicles by 2017, it seems good enough.