11 November 2013

Fiat Ireland on sales rebuild programme

Fiat Ireland is undertaking a strong brand rebuilding campaign to attract new customers, building on the 500 and Panda model lines along with aggressive offers for conquest and loyalty sales, writes Trish Whelan.

New boss Yann Chabert, who took over the Irish operation in mid-summer, isn't promising the moon overnight — he suggests it could take a number of years to reverse the steep decline which has haunted the company here for years.

But for a start, he says he believes more Fiats will be sold this year than last year. He was speaking at the official launch in Ireland of the 500L range.

Chabert has worked with Fiat and Chrysler since 1995, in Germany and Italy. He is determined to bring customers back to the Fiat brand, particularly private customers. "If we sell to a private customer, that person will come back to buy again."

Fiat is now offering finance incentives, available through 12 dealerships which are concentrated on areas of high population. There are also 23 aftersales dealers around the country. New Fiat dealership will be appointed as the brand grows, and the company has also introduced a new, customer-friendly website.

Until 18 November, special finance offers include 0% APR HP over 36 months; 3.9% PCP over 37 months; and 5.9% APR HP over 60 months.

Other initiatives will include Sunday dealer opening, and there's a new 5-year full manufacturer's warranty with roadside assistance.