The Fiat Group believes the slew of launches planned for the current year, including the Punto and the Avventura, will open a new market segment in the country and help refurbish the brand image of the company in India.

Nagesh Basavanhalli, President and MD, Fiat Chrysler India Operations, said the company plans to bring the iconic Jeep brand from Chrysler’s stable to India, but will wait for the market environment to improve before launching the vehicle.

Speaking to journalists in Coimbatore in connection with its Kashmir to Kanyakumari Passion Drive, he said Fiat India has planned four new launches for 2014, of which, the New Linea has already been introduced in the market.

The launch of the new Punto and the global premiere of Avventura, which has been positioned as a Contemporary Utility Vehicle (CVV), are scheduled to take place ahead of the festival season.

It will also introduce Abarth 500, a high-power sports car during the year.

Competition

Asked why the image of vehicles of Fiat could not match some of its rivals, Basavanhalli said when it comes to technology or engine or product, “our products are as good or even better than the competition.” He said while he “could not change the past,” Fiat India would make sure that customers feel the right sales experience when they visit the showrooms.

He said the company has put in place a three-point strategy of expanding dealership, building the Fiat brand and increasing the number of its offerings in the market.

It has taken the dealership count to 112 by the end of last month and it would have 150 dealers by the end of December, he added.

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