Suggestions for Fiat North America?

[mdrburchette]

Hopefully that's the only one.

[DUCeditor]

Two things killed FIAT when last they were here: Quality issues and a terrible dealer network.

I don't know that I am typical, but when I look at my car purchases over the years the most important thing - the thing that kept me coming back again and again - was the dealer. Simply put I want, no make that expect to be cared for. It is that old Sears statement: The customer is always right. And if not "right," than at least respected.

I have bought three Nissans in a row because I am totally impressed by the dealership. My daily driver, a Versa, is a good car, but no better than any number of others in its segment. But the dealership is fantastic. The owner has told all the personnel that he NEVER wants to hear about a dissatisfied customer. And the way that place is run I doubt that he will.

If I had a local FIAT dealership who had cars of competitive quality and price, and who treated me extra special, I'd buy there. Take away that treatment and I would not make the change. To me it is that simple.

And that is why I have not purchased an American brand since the early `70s. Every dealer I have come to know of sucks.

-don

[spidernut]

Sounds like some sound advice for Laura Soaz. After more than 20 years in marketing, I found that the basic marketing philosophy works. From the looks of it, it would help Fiat as well.

1. Find out what people really want (via very comprehensive market research - not just focus groups like GM did for years)
2. Give it to them at a price that they're willing to pay (the key concept is "value" - it doesn't have to be the cheapest or the most expensive, but it does have to be the best quality for the money spent)
3. Offer a total customer service philosophy (distribution/location channels, customer service before and after the sale just like Lexus did when they took on Mercedes)
4. Find your niche - and stick with it - don't try to be everything to everybody. You just end up being nothing to everyone.

Kia/Hyundai's warranty saved their behind. At first, their cars (in my personal opinion) still looked cheap, were poor in comparison to the competition and were still mechanically trouble-prone -- but had a great warranty. It wasn't until the quality came up to par that Kia/Hyundai started really taking off. Now they actually make some really nice vehicles and their reputation has really taken a turn for the better because they earned it.

Cars are emotional purchases - people initially are drawn to cars by their exterior, then interior designs. They typically aren't seeking utility - they're seeking an image. Then comes the driving experience. Today, a high quality product is expected - anything less will fail.

I absolutely, 100% agree with the observations and suggestions for Ms. Soaz. Fiat has a tough road ahead just as you all said. I once said to about 35 business managers that I could never sell a Yugo at any price (this was during Yugo's last year in the US market). Just like the Chevy Vega, it didn't matter how you changed the car, how much of a warranty was added, what price or promotions you offered, or how you advertised - the damage was done. The product was in petrification stage and there was no way to breathe life into it.

Getting out and showing that Fiat isn't the same as it was will be critical. I don't mean in the way that GM said "This isn't your fathers Oldsmobile". There must be road tests, longevity tests, proof of competency, a stellar warranty and service system and a TON of POSITIVE P.R.

That's where corporate sponsorship comes in. Whether with the military's Morale Welfare and Recreation Division or with the neighborhood soccer team, they must establish a "we're with you all the way" mentality - Fiat is here for you, your grandchildren and your great grandchildren. We're new, we're exciting and we stand for quality.

Fiat/Chrysler has a long and tough road ahead. Fleet vehicles might be a critical element to get their product in the public's hand. They better make sure the 500 or any other vehicle they put the Fiat name on is up to the task.