The goal of the ‘IKEA for Fiat’ project, which was presented yesterday in the Mirafiori Motor Village in Turin, is to create a new approach to retail sales that will affect Fiat's entire European network. In recent months the brand has been introducing a series of changes, summed up in the advertising slogan ‘Fiat, playing a different tune’, and it now takes a further step forward, by revamping its sales and distribution network.

At yesterday's press conference at the Mirafiori Motor Village, Luca De Meo, Fiat Brand & Commercial Manager, and Roberto Monti, Country Manager of IKEA ITALIA Retail srl, explained that this collaboration is based on a number of winning features that the two organisations share: the offer of products that simplify people's lives with brilliant ideas, style and appeal.

On one hand we have the mission of an Italian company that produces cars with beautiful styling, which are accessible to everyone and guarantee a better quality of everyday life. On the other, the Swedish group that is famous throughout the retail world, which is a success with consumers in all market brackets thanks to a simple, innovative and highly effective concept, based on the idea of proposing attractive articles at competitive prices.

This shared adventure that IKEA and FIAT have embarked on, focuses on a number of obvious points of contact between the two brands, such as the fact that they both address a broad, popular target, which is determined to spend its money carefully and wisely.
 

Fiat dealers all over Europe will be able to take advantage of a furnishing concept studied with IKEA, which will enable them to manage the sale of products and services in a comprehensive, structured way, with innovative IT systems. And the Brand clearly intends to exploit the ideas and capabilities of individual dealers as much as possible, strengthening areas that are considered strategic with its branches and opening new sales points in Europe.

So the ‘IKEA for Fiat’ initiative is part of a vaster project that represents Fiat's response to the changes taking place in the business world generally and in the car business in particular. Although on one hand these changes can represent a risk factor, resulting in fiercer competition on the market, on the other they are a very advantageous commercial and growth opportunity for those capable of grasping them. This opportunity is all the more interesting because Fiat can offer the dealers who represent the company with its customers a number of striking new models: from the Croma to the Grande Punto, the Panda and the Fiat Sedici. Original, successful cars that join the continuous stylistic and technological revamping of the other models already in production.