|
The first Fiat
model to be launched in South Korea next
year when the Italian carmaker returns after
a twelve year absence will be the 500
(bottom) while Alfa Romeo will arrive in the
country with a range that includes the MiTo
(top). |
|
|
|
Twelve years after it quit the South Korea, Fiat
Group is preparing to return to this important
Asian new car market next year with a new
importer and distribution network and with both
the Fiat brand and its specialist sporty
division, Alfa Romeo, slated to hit the
showrooms.
However the
choice of distributor remains to be ironed out and although
already a long way down the road with Cosmos Automobile,
which has been established by a group of South Korean
automobile industry veterans, especially to manage its
activities, Fiat is reportedly having second thoughts and
looking at another alternative. Cosmos Automobile has
already started work on a five story building in the Gangnam
district in the south of the capital Seoul that would be the
operations headquarters, and this complex is scheduled to be
completed during the early months of next year.
Pre-contracts
were signed with Cosmos Automobile in June; however Fiat has
reportedly put negotiations on hold as it is looking at the
option of handing the contact to Chrysler Korea. Cosmos
Automobile representatives have recently told the local
media that Fiat has temporarily suspended the contract.
Instead Chrysler
Korea has emerged as a rival candidate. Fiat took an initial
20 percent stake in Chrysler and kicked off a comprehensive
alliance in the early summer after the latter emerged from a
Chapter 11 bankruptcy procedure in the U.S. and one of the
key aspects has been to look at ways to integrate worldwide
distribution to assist Chrysler’s global expansion plans as
its overseas exports from North America have faded to
irrelevance. However South Korea is a market in which Fiat
has no representation while the U.S. carmaker does sell its
cars there and the idea of achieving economies of scale by
integrating the two operations for this market appeals to
Fiat’s management.
It is also
reported in the South Korean media that Chrysler Korea, the
official importer of the new Chrysler Group, has been
pushing very hard to land the job of importing Fiat and Alfa
Romeo models. “There’s a lot of interest in importing Fiat
in the local market, where it is referred to as a golden
goose,” Yoon Dae-sung, executive managing director for the
Korea Automobile Importers and Distributors Association
recent told YoongAng Daily. “There will be major
changes in the mid- to low-price imported vehicle division,
whose price is below 50 million won,” Yoon added.
Fiat was
previously represented in the South Korean market by private
importer Hanbo Group before it quit in 1997. It is expected
to lead out any return with the fashionable 500 model, the
hugely popular Car of the Year 2008 award winner. It
will come with a price tag of around 30 million won, which
equates to just under US$25,000. The local market also
expects the new Punto Evo, the restyled version of the
Grande Punto that debuted at the Frankfurt IAA last week, to
be a popular choice while for Alfa Romeo the MiTo and Milano
(which is set to replace the C-segment Alfa 147 early next
year) are all firm picks in the 40 million won price
bracket.
|