Italian carmaker Fiat is banking on a young, tech-savvy India to help it make an aggressive comeback over the next four years.
Along with group company Chrysler, nine products will be launched to grab a five per cent market share.
These will include the iconic Jeep brand which will make its debut next year-end with the Grand Cherokee and Wrangler. Mike Manley, Chief Operating Officer for Asia and President and CEO, Jeep Brand, said at a press meet here on Thursday that the first quarter of 2015 and 2016 would see a B-segment (compact) SUV followed by one in the larger C-segment a year later.
While the Cherokee and Wrangler will be directly imported, the other two SUVs will be assembled at the Tata-Fiat Ranjangaon plant near Pune. This will give customers a wide range of both model and pricing options to choose from.
“The Jeep brand is already available in 120 countries. There are active Jeep Clubs in China and we are looking to create them in India too,” Manley said.
From the Fiat stable, there will be four new products between 2013 and 2014 supported by a strong refresh plan, said Enrico Atanasio, Managing Director of the Indian operations. This will include a new Grande Punto, Linea and an SUV.
“Fiat and Chrysler represent a portfolio of technologies. While one has small cars and platforms as its strengths, the other has larger SUVs and pick-ups to offer,” he added.
In addition, Fiat plans to launch its Abarth racing car brand as part of the menu for India.
According to Atanasio, the idea was to bring the “essence of Italy” into the car world here.
Fiat’s strategy will be to woo auto enthusiasts with international Italian design, high technology and fuel efficiency under the value-for-money umbrella.
“There is a piece of Jeep inside everybody. The idea is to reach out inside and kindle your emotion,” Manley said.
The distribution network will be distinct for the Fiat and Jeep brands with the idea of targeting different age groups across top metros and smaller centres.
murali.gopalan@thehindu.co.in