With its domestic
sales rapidly slipping away, Fiat India Automobiles
Limited has announced that it intends to increase its
focus on exports as it tries to raise domestic
production; this push will start with
the debut of the Linea in Sri Lanka.
The inauguration of
the Fiat Linea in Sri Lanka has been scheduled for today
and the dealer appointed to manage its sales is Speed Italia.
Fiat India is however
optimistic that it will receive a good response from Sri
Lankan consumers to the Linea 1.4-litre petrol in the
"Emotion" specification which will be the version to be
initially exported to this market. The first batch of
CBU cars set for export comprises of 72 cars, of which
50 units have
been allotted to the Sri Lankan Air Force officials on
delivery at the time of the inauguration.
As part of an urgent
new strategy to increase the trickle of car production
at its Indian plant at Ranjangaon and help compensate
for domestic customers shunning its products, Fiat India
is trying to find new growth opportunities overseas with
a sharp focus turning to countries such as Bhutan and Australia, as
well, both of which are both right hand drive markets.
Since Fiat India commenced exports from India to
selected right hand drive markets, it has exported
nearly 4,000 units of the Linea and Punto. The total new car
market in Sri Lanka stands at around 20,000 units per
annum and Fiat has targeted achieving a 5 percent share
in the first year.
Fiat India is already exporting
its two key locally-built models to South Africa and earlier this year
it commenced exports to Nepal. The Lineas shipped to
these markets which have similar road conditions to
India, are therefore in very similar specification to
the ones built for domestic use. Fiat India says that
the Linea and Punto have been
well received in both South Africa and Nepal.
Speaking about the
new initiative, Rajeev Kapoor, CEO,
Fiat India Automobiles
Limited said, “The Fiat Linea has been very well
received by customers and auto enthusiasts in India as
it has redefined the segment with its superior design,
stylish looks, performance and precision engineering.
The exports of the Linea to Sri Lanka play a significant
role in reaching out to the international markets and
establishing our presence globally. We are confident
that we will be able to procreate the success of this
car overseas as well and thereby expand our footprint
and brand identity across markets. This is a step in the
direction of reaffirming our position as an
international auto giant.”
