The prestigious car brand
Fiat has completed its successful journey of 100 years in the car industry. Fiat carries a strong brand image in the global car market. It is the only car manufacturer who was honoured with the title "European Car of The Year" for several times.
Fiat started its first factory in Corso Dante in 1900 with 150 workers with the production capacity of 24 cars. The stylish logo of Fiat was adopted in 1904 designed by Biscaretti (a senator involved in the establishment of Fiat).
Fiat is one of the oldest car brands in India. In earlier days, Fiat cars were regarded as the status symbol. The first car model introduced by the company in India was the Fiat Padmini. But sadly the glory of the iconic car faded away with the launch of new cars wrapped in innovative technology and designs.
The glamorous world of the latest cars overtook the market wiping the memory of the legendary cars. Eventually, the company started experiencing various hurdles like dealership, customer care, spare parts and many more which shifted its sales figure to a negative scale. As the company was facing liquidity in the Indian car industry, it pulled its arms from India for some period.
Again, this European car brand re-entered the Indian car industry with a very strong and optimistic outlook. Though its new car the Fiat Uno did not able to impress the Indian buyers, Fiat took this as a challenge and decided to roll out more cars in India. The brand then launched another car with better performance and improved drivability called the Fiat Palio. This time the luck was on the Fiat's side and the car received an impressive response by the Indian car buyers.
Presently, Fiat is in joint venture with Tata Motors for marketing its cars. After entering in to the agreement with Tata Dealers, Fiat models started receiving good sales volume. Fiat has changed its brand image in India from an unsuccessful to the smart and stylish brand.