Fiat SpA is taking fresh guard in India, this time on its own

Fiat SpA is taking fresh guard in India, this time on its own. However, cynics say Fiat has an uphill task ahead as perseverance and faith in the Indian market were found wanting in the earlier two joint venture attempts, though the company had the first-mover advantage.

Experts believe that if Fiat does not get it right this time around, it will remain a fringe player in India.

Fiat's game plan is to set up its own national sales company which will create an independent distribution network, build product portfolio comprising small cars, SUVs, MPVs and introduce other group brands like Jeep, Chrysler into India even as it works to restore its brand image in the country.

Unfazed by what doomsayers say, Enrico Atanasio, head-commercial, Fiat India, appeared confident as he leads the third charge for Fiat in India. "We will develop a broad range of cars. We are investing in the right products and segments that could be developed for the Indian market," Atanasio said.

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