The brand builder Fiat Caffe is up and running at Janpath, New Delhi!

Italian car brand Fiat is optimistic about its Indian prospects even though the sales figures indicate otherwise. In its second coming to India, Fiat’s alliance with Tata Motors to use the latter’s dealerships to sell its cars has come a cropper, resulting in Fiat all set to embark upon standalone Fiat dealerships across India. To supplement this move and rebuild the Fiat brand in India, the firm has come up with a novel concept of setting up Fiat branded cafes which will showcase Fiat products and also sell Fiat merchandise apart from being a place for Fiat fans to gather and socialize.

Fiat Caffe at Janpath, New Delhi

Globally, Fiat has such Caffes to support other Fiat brands like Ferrari, Maserati and Alfa Romeo. The first steps of this novel idea was taken on the 6th of January, 2012, when Fiat India threw open the curtains on the first Fiat Caffe at Janpath, New Delhi. Very soon, the second Fiat Caffe will be open at the swish Koregaon Park locality in Pune. Over a period of time, this concept could be extended to other metros and big cities of India depending on how successful the first two Fiat Caffes are. In the coming days, Fiat India will also begin inaugurating its standalone dealerships in various cities of India that will sell only Fiat cars.

Fiat Caffe at Janpath, New Delhi

Incidentally, Fiat supplies its multijet diesel engines to a rash of Indian brands, all of whom are quite successful on the back of these refined, frugal and punchy diesel engines. In fact, 4 out of every 10 cars in India feature Multijet diesel engines and by 2013, almost 13 cars in India will feature the Fiat multijet engine in various guises. It is however an irony that Fiat sells just a handful of its cars, for which the Multijet diesel engine was originally designed. The future however could get brighter for Fiat as the brand is developing a sub-Punto small car specifically for India and this car is what Fiat will be banking on to turnaround its flailing fortunes.

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