Fiat cranks rural gear to extend market reach

 Fiat, the world’s seventh largest automobile manufacturer, is embarking on network expansion in India, where it wants to add 25 dealers by the end of this fiscal and wants to reach remote areas across the country, a top company official said on Monday.

According to Fiat Chrysler Automobiles, India Operations President and Managing Director Nagesh Basavanhalli, “The Italian automobile major currently has 125 dealers in 98 cities across 24 states and plans to add 25 more by the end of this fiscal. We are reaching out to more customers in smaller towns; today, the competition is such that we have to reach to out to more customers which is a must.”

Taking the cue from its success in Maharashtra by reaching to out more customers in smaller towns like Nashik, Sangli, Satara and Aurangabad, the company is keen to implement a hub-and-spoke model across India.

“Fiat India is aggressively focusing on increasing its footprint in India and trying to reduce the gap between the customer and the company,” Basavanhalli said.

Rugged vehicle

The company launched rugged contemporary urban vehicle (CUV) Avventura with pricepoints from Rs 6.08 lakh to Rs 8. 32 lakh (ex-showroom Bangalore).

The sub-4 metre vehicle will be available in both petrol and diesel versions. The petrol variants are powered by a 1.4 litre engine and are priced between Rs 6.08 lakh and Rs 7.17 lakh while the diesel variants are priced at between Rs 7.01 lakh and Rs 8.32 lakh (all prices ex-showroom Bangalore).

“The Avventura showcases Fiat’s commitment to India to produce cars designed for India and manufactured for India,” Basavanhalli said.

The vehicle will be manufactured at the company’s Ranjangaon plant in Maharashtra and initially sold in the domestic market only.

On the response to the vehicle’s launch so far, Basavanhalli said, “We have already received around 50,000 enquires and 500 pre-launch bookings for the Avventura.”
The company, a wholly owned subsidiary of Fiat Chrysler Automobiles, has been adding new models in its product portfolio this year to rev-up its sales.

Later this year, it plans to launch a luxury hatchback Abarth 500.