** Kindly bear with me, this post is mainly OT, but one that is related to Punto numbers, something that's sprung up recently in this test-drive thread.**
I'll wait for the model-wise break-up of the sales figures for August before making any definitive comments about the lower numbers clocked.
If I had to hazard a guess, out of the 1800 units sold, I'd say that the Linea would have clocked 750 units and the rest would be Punto sales.
I'd attribute it(lower numbers of the Linea) to the launch of the Vento. The Linea has been a steady seller for Fiat (N.B. I said steady, not market busting bestseller), and it is only now that there is an alternative in the Vento in its diesel avatar. Since test-drives for the Vento have still not picked up, people must be waiting and watching before committing to a purchase (of either one).
I have another pet theory - like most such theories, this has a high probability of being incorrect - that the lower numbers are also due to some religious and geographic reasons. If you think that's a mad enough theory, read the lines below:
a. Fiat owners - or would be owners - are usually from a city where cars are more of a passion , than merely a tool of commute from Point A to B or a materialistic showpiece. Without getting into a discussion of which cities fit the bill, I'd just say that Bangalore, Bombay, Pune, Chennai, Hyderabad definitely do. Predominantly it's about the culture, of motorsports, car industries etc. A counter example would be my city - Calcutta - who's contribution to the Indian car industry is being the capital of the state that gave us the Ambassador and a tyre factory that been closed more often than it's been open (Dunlop).
It shouldn't be a surprise, then, to see very few Fiats in Calcutta. You'll see quite a few Lineas, but Punto's are few and far between.
b. I read in one of the threads that the month of August had some days (or was the whole month so?) considered to be inauspicious down south. As much as we'd like to say that for us car enthusiasts, it doesn't matter, it does for our loved ones. Hence, it also affects our purchases.
If that is the case, then the difference in numbers from the previous month are immediately accounted for.
With that theory out of the way, I'd like to comment on what can make a difference for their sales overall.
a. Announce to the public that the Tata-Fiat partnership is here to stay. I have had many members complain about Tata A.S.S. being the reason for Fiat's continued bad reputation, and all I'd have to say to that is that Tata is
the reason that Fiat is still selling a few cars. The number of dealerships is already at a reasonable number (170 odd, up from 31 in 2006), with increased visibility and the slow but painful process of brand rebuilding on track, Fiat has a chance.
b. Launch a version of the Punto with beige interiors as an option (the same as Linea, hence shouldn't cost them an arm and a leg). I hate beige, but many love it. It'll also make the interiors seem brighter.
c. Use visibility as a marketing tool. Places like shopping malls are mushrooming all over India, without renting floorspace inside (which'll be expensive), park the cars outside strategically, with good lighting. Lighting as I want them to do this during the evenings. To cite an example, a dealership usually has 4 versions of the Punto for test drives (1.3VGT, 1.3FGT, 1.4 Petrol, 1.2 Petrol), each in top trim levels. So, they can park any one or two of these during the evening (say from 7 - 10) at these malls. Which one goes to the display depends on whether test drives are lined up in the evening, for any particular versions or not.
This needs to be thought through more, and needs committed dealerships, but Concorde can be the one to start it.
d. In a market where product differentiation is becoming harder, service
will make a difference. I'd say, start 24 hour service stations, and start with the major cities (listed earlier). This is not my idea, it's been around for ages, but just not been implemented well enough. With Tata's service reach, Fiat has it easier than some of the other players (e.g. VW). Some details can be:
- Pick up at night, early morning delivery. So a person can come back from office, and the next day can use the car again.
- With this kind of pick up and delivery, the traffic conditions inside the city will be a lot kinder, meaning that the driver taking the car back has lower chances of catching nicks and dents along the way.
- Charge Rs200 for this service. Give 50% to the mechanic doing the basic service (oil change etc.), 20 percent to the Service Manager present. Just make it a requirement that the owner has to have enough fuel for a trip to and fro from the dealership. Basically, if a mechanic services 3 cars a night, that's a tidy packet for him over and above his salary. So that should be an incentive to do night shifts. Of course, there would be a rotation policy.
I'd heard that Carnation was offering (or planning to offer) such a service, if they can, I don't see why an automaker can't.