In spite of new launches, expansion of dealership programs and a 360 degree ‘Crafted for Car Lovers’ media campaign, Fiat India has failed to increase its share in the automobile market in India. As per a recent news report by the Financial Express, the brand merely sold 4,204 units in the first six months of this fiscal year and currently holds a minimalistic 0.24 percent market share.
In an attempt to reestablish its position, the automobile brand has now launched two new products under the 10 Lakh price category in collaboration with the company’s performance division Abarth. The new AbarthPunto and Avventura powered by Abarth aim to provide the thrill of a racing car without hampering the fuel efficiency quotient.
Kevin Flynn President and Managing Director Fiat Chrysler Automobiles India is vociferous about the importance of India as a market and eyes a dominant presence for the company witha new campaign in place and new products in the market. In an exclusive conversation with EE Correspondent Shantanu Jain, Kevin unfurls the plans ahead for the brand.
Q- Tell us about the latest media campaign to promote Abarth Punto and Avventura?
We currently have the TV ad in place that revolves around the philosophy that the steering wheel and a car are not just elements of commute but they are also elements of having fun. What we have tried to deliver with the launch of these two products is the thrill of a race car experience married with high performance in terms of fuel efficiency and our media campaign will reflect upon the same concept.
At the launch event too, the ambience that we have used is dark and menacing which resonates with the products that we are offering. A different idea like this will surely give us an edge. Our new media campaign is supposed to do a two-fold job for us. Firstly, to create awareness about the new products and secondly to still be in synch with the kind of presence we have maintained in the media so far.
Q- Are there any brand experiences associated with the new campaign?
In terms of experiential we will be doing a lot of mall displays, road shows and exhibitions with these products as I fervently believe that the proof of the pudding is in the eating. It’s really an experience that we are trying to sell at the end of the day so we are definitely looking for a lot of demonstrative dealership deals, we have also invited a lot of car club owners to experience the products.
The newly launchedproducts open up opportunities for experiential and there is so much more than we will be doing with it. We are currently working to create an optimum mix for experiential campaigns but first off we want to focus on traditional media there is a real need to create something new and spicy.
Q- Fiat holds a very minimalistic market share in the automobile segment. What is it that you hope to achieve with the new products in place?
Yes, I do understand that we have not been doing well as far as the sales numbers are concerned but like a lot of people we do have our goals in place. What we have focused on with these products is to deliver on the consumer insights received as we understand that big colorful promises are not going to work now. We are going to use every channel on the marketing table to clearly get our piece of the market. I have a set of realities that I am working with.
Q- A common trend among automotive brands in India is leveraging on the various platforms of digital and social media. Is there a strategy in place for Fiat to use the same platforms?
Our new marketing campaign is majorly going to focus on the aspects of social media and experiential. Though I have only been in India for 7 months, the insight I have gained is that there is already too much noise in the ATL and outdoor mediums today. The answer here is not to invest more money into it to make it noisier but create unique ways to cut through it.
As a result in a few weeks you will see us using both the spaces innovatively and intelligently to create memorable experience for our target consumers.
(The article first appeared on Oct-Nov '15 issue of BW APPLAUSE)
