Advertising company: - Orchard Advertising (sister concern of Leo Burnett India)
Company Slogan: - Fiat 500 (Every Fiat is 500% Fiat)
Initially (Fiat to the max) and is now (The Fiat of the new generation)
• INITIAL IMPRESSION OF PADMINI
Fiat padmini and Ambassador were the only cars available in India and the Indian consumers were really bored of those cars and wanted to be relieved of these cars. That generation dint like the cars but still used it as there was no other option. The first mistake that fiat made was in those times, it had the first mover advantage in the Indian market but it did not capitalize on it, infact the brand image of fiat kept on deteriorating. The consumers in India were totally fed up by fiat cars. the impression that it created in those times was that of a high maintenance, ugly cars. this impression got carried to the next generation of users after 1991 when auto companies rushed through India and fiat became the un-prefered brand. The impression it created in the early period carried on till a long period of time.
• GENEARATION AHEAD OF ITS TIME
The fiat CEO himself once admitted that they have been ahead of their times in a statement made “we were generations ahead”. They betted heavily on the success of palio as a car, which infact was a success in the beginning but then couldn’t continue for a longer period of time. after 3-4 years of the palio’s launch cars like swift and Getz in the same category were launched and have been successful.
• RUMORS OF CLOSURE DURING RELAUNCH
After Padmini’s launch fiat dint launch any car for years together, but then it introduced cars undet the brand of Peugeot a ...