Fiat small car plan pushed to 2013

According to a report, Fiat India has put off its plans for small car till 2013-14. This news comes straight after the Fiat India's announcement that it will sell its cars in a separate dealership. This means that Fiat India is opting out of the dealership which is operated by Tata Motors now. Fiat currently has an alliance with Tata Motors, but the dealership will now be individual.

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At present, Fiat India is working hard on a new branding strategy and is planning to refurbish Fiat Linea and Fiat Punto. Fiat India had mentioned earlier that the portfolio of the firm is expected to be the same in 2011. At the Frankfurt motor show, Fiat showcased the brand new and revamped Fiat Punto, but rumor has it that India could get Fiat Evo model and not the one displayed at the show. Even the facelift of Fiat Linea is expected sometime soon, but not this year. Currently, all the focus and concentration of Fiat India is on these two cars.

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The Indian consumers are value driven and sometimes because of this, they give preference to the Tata products instead of Fiat products. It is clearly a positive move by Fiat of thinking about its own branding and dealership in the country. If Fiat India manages to explain what exactly their products are and how they are different from others, Fiat India will certainly be successful in creating its own unique identity. Therefore, delay in the small car plan by Fiat India is a perfect decision. It is important for Fiat to work on its branding strategy more and for the time being.

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