Chrysler dealers to meet in Detroit to hear Fiat pitch | detnews.com
So the real news in this story is that Fiat will require Chrysler dealers to have a separate facility for Fiat (and future Alfa Romeo) sales. This is good strategy. The Chrysler target customer and the Fiat customer are two very distinct individuals, and I’d imagine there is little crossover (no pun). I have to believe that this is also to position for the re-introduction of Alfa Romeo in 2012. If they have committed dealers the Fiat and Alfa may have a chance in the USA. Maybe the Fiat 500 introduction later this year is a way for Fiat to get their feet on the growing before the much bigger effort needed to launch Alfa Romeo.
By requiring the capital investment in a separate facility they take a big step towards making sure that the dealers who are adding the brand are fully committed to it’s success. This was a mistake made in the 1990s and it is good to see that at least they have learned that lesson. Now it will be interesting to see the marketing commitment and effort from Fiat that will actually persuade buyers to purchase one.
{ 0 comments }
