The exciting new Fiat
Uno, which has proved to be an instant and overwhelming
hit with consumers in Brazil, where it has been
developed and built, will be looking to repeat that
success when it arrives on sale in Europe in 2012.
To be precise it will appear in Fiat's showrooms in
Ireland where it is hoped that it's simple and low cost
nature will allow it to be a genuine market contender
and replace the Fiat Grande Punto which has struggled to
make any sort of real impact with consumers, although it
is the brand's best-selling model. Insiders have
confirmed that the Uno will arrive on the Irish market
in just over a years time.
The new Uno has been an instant success story since it's
launch in Brazil in May. Designed and built at the Betim
factory (MS), the Fiat Group's biggest assembly plant
worldwide, it has so far seen 75,000 deliveries with
confirmed orders standing at around 20,000 units. The
new Uno will be built at a second location, India, from
2012 and the Irish market version are likely to come
from this source. With small, frugal and capable
engines, well received, individualistic styling and a
generous equipment list the new Uno is seen as a
flexible car which is redefining it's market segment in
Brazil. Its appeal is being broadened by niche versions
which so far comprise of the 'Way', a pumped up 'off
road capable' styled version and the 'Sporting' which
offers all round more visual sporty characteristics to
target younger drivers.
Already the new Uno is
being rolled out onto other strategic Latin American
markets, most recently it has arrived in Fiat's Chilean
showrooms. The new Uno's flexibility and breadth will be
enhanced even further next January when a 3-door version
is launched in Brazil with a slightly reduced the price,
although at present the Fiat-Tata Indian joint venture
only plans to build the 5-door version.
Ireland has been one of the biggest losers from the
global financial crisis which ended it's pretentions to
be a 'tiger' economy. Instead with billon euro bailouts
looming a period of severe austerity is setting in and
the competitive pricing of the Uno means it seen as the
right car at the right time. Adapting to the changing
climate of this crisis-gripped EU nation offers
potential rewards for Fiat to improve its negligible
market share although it has never shown much interest
in this admittedly small market.
Fiat Ireland in fact enjoyed major success with the
previous Uno which sold in decent numbers and even
spawned a popular one make race series which continued
to boast big grids long after the Uno departed from the
Irish showrooms. Once a relatively important player on
the Irish market Fiat has in the last decade given away
it's share of the action, in much part, as is the case
for Fiat in so many markets across the world, it's
perpetual inability to understand local market
requirements. Proposals in recent years to bring the
Turkish-built Linea, another low cost car, were never
acted upon although analysis strongly suggested it would
find consumer favour and the "3-box" sedan is sold on
selected Eastern European countries as well as the EU's
biggest new car market, Germany.
When the new Uno arrives in Ireland in 2012 it will slot
into the compact Fiat Automobiles range above the Panda
and provide a replacement for the Grande Punto which is
set to be phased out of production in 2013 according to
Fiat's most recent business plan presented in Turin in
late April. The new Uno will thus sit below the Punto
Evo in the range at that point. The Punto Evo itself is
proposed to be replaced in 2013, again according to Fiat
Group's April business plan, although the validity of
these regular investor presentations are generally
ignored by all but the most docile financial analysts.
