It hurts badly when something that you have painstakingly developed and perfected over the years is not fetching the desired results. It’s just all the more indignant when somebody else is reaping the benefits for the same. That is exactly how Fiat would be feeling right now as the Italian automaker’s streak of misfortunes in India seems to just go on and on. How else then can we explain the falling sales and market-share of Fiat in a growing market like India?
Try chewing this fact, Fiat sold a total of 600 odd units in October 2011, a figure that includes not one, but all its models. That is shockingly low for a company that has a very rich heritage in India dating back to the post-independence era. Also, the models in their current Indian lineup are amongst the best in their respective segments. Above all, Fiat designed and developed a gem of an engine that acts as a savior for two other automobile manufacturers in India.
Widely nicknamed as “India’s National Engine” by the enthusiasts, Fiat’s now-famous 1.3L Multi-Jet Diesel (MJD) was actually designed to power the Grande Punto and Linea, among other models in the international Fiat stable. While Tata, with its Indica Vista and Indigo Manza and Maruti-Suzuki, with its Swift, Dzire and Ritz are laughing all the way to the bank because of this very engine doing excellent duty under the hood of those vehicles, Fiat is just trundling along posting modest numbers.
Forget everything else including the best-in-class looks, ride and handling that all Fiat models in India possesses, the company doesn’t deserve to fare so poorly just for having developed this engine, given that it has now attained a cult status. Even newer variants like Punto 90HP and Linea T-Jet failed to improve the sales and Fiat is now slowly being consigned as a fringe player in India. If two great models, a gem of a diesel engine and a not-so-rewarding partnership with Tata for sales and service could not do the trick for Fiat, we seriously do not know what else will.
Agreed, the interiors are not a patch on the segment leaders and the service is still sub-par, with or without Tata taking them in their fold. Still, we think that Fiat has done enough to command more respect and sales. But, is anybody even ready to listen to them? We are really afraid time is running out for Fiat and they don’t seem to have many tricks up their sleeve to bounce back in India. The message is clear. They simply cannot afford to lose a market share that is already almost non-existent.
So, what do you think, Fiat should do to get back on track in India? We would love to hear it from you, our readers. Please pitch in with your views in the ‘comments’ section below.
